Representation has become an essential part of our global culture – It helps combat biases, empowers individuals, and fosters a sense of belonging and acceptance among diverse communities. And, hopefully, by acknowledging and celebrating a diverse range of human experiences, representation can ultimately foster a more tolerant and harmonious world.
Brands are increasingly embracing inclusivity in creator marketing to ensure their campaigns resonate with a diverse audience and promote a more positive and authentic brand image. Here are some ways brands are doing this:
- Campaign Themes on Inclusivity: Brands are creating influencer marketing campaigns centered around themes of inclusivity, diversity, and representation. These campaigns celebrate the uniqueness of individuals and promote a more accepting beauty culture.
- Focusing on Intersectionality: Brands are mindful of the intersectionality of identities and experiences. They collaborate with influencers who represent multiple identities, acknowledging that individuals have complex and diverse backgrounds.
- Inclusive Product Launches: Brands are launching more inclusive product lines that cater to a wide range of skin tones, hair types, and beauty needs. They involve influencers from different backgrounds to demonstrate the versatility and suitability of the products for all consumers.
- Advocacy and Empowerment: Brands are partnering with influencers who advocate for social justice, body positivity, mental health, and other important causes. These collaborations empower audiences and encourage positive change.
- Accessibility and Representation in Content: Brands are working with influencers who champion accessible beauty and showcase adaptive makeup techniques, ensuring that their content is inclusive of people with disabilities.
- Authentic Storytelling: Brands are encouraging influencers to share their authentic stories and experiences, fostering a sense of empathy and connection with their audiences.
- User-Generated Content (UGC) Campaigns: Brands are running UGC campaigns that encourage their diverse audience to share their unique beauty experiences. This allows for a broader representation of beauty and inclusivity.
- Community Engagement: Inclusive brands actively engage with their audiences, seeking feedback and input from diverse communities to inform their influencer marketing strategies.
- Educational Content: Brands are collaborating with influencers who create educational content about diversity and inclusivity, helping to raise awareness and understanding among their followers.
- Inclusive Language and Visuals: Brands ensure that their marketing materials, including captions, hashtags, and visuals, promote inclusive language and representation.
Representation and inclusivity allows people to see themselves reflected in various roles, professions, and media; it might also allow consumers to consider using a particular product or engaging with a piece of media they may not have otherwise looked at. When approached strategically, it empowers, it breaks stereotypes, it promotes change, and it cultivates community.
QYOU worked with Hyundai and its multicultural agency of record Culture Brands to develop a two-phase digital influencer campaign to drive mass engagement, consideration and excitement among AA consumers for two of its flagship vehicles – the enhanced 2023 Palisade SUV and the brand’s award-winning, game-changing electric vehicle (EV) the 2022 IONIQ 5.
Together, we developed an impactful viral campaign that spotlighted brand-aligned content that was unique, authentic and a showcase for both the ultimate family vehicle and the benefits of an electric lifestyle. Creating an interactive social media groundswell for Hyundai’s two focus vehicles, we utilized TikTok as the platform for this wide-ranging digital video campaign that featured some of the AA community’s top Influencers along with custom creative, in-house content production and content amplification.
Since our goal was to resonate and engage the Black community, our biggest challenge was to deliver authenticity, authentically. We took extreme care in our selection of Creators, our content approach and how we crafted our messaging to ensure engagement, adoption and affinity within the community.
We knew that the stakes were extremely high. If we got it right, we’d create loyal fans and brand advocates. If we executed it incorrectly we’d lose the opportunity to connect with a crucial community of cultural arbiters who start trends and galvanize movements. It was imperative that we did not miss the mark.
Luckily, our results demonstrated that we delivered authenticity by producing on-brand, culturally relevant content that resonated with the discerning Black community. Our campaign effectively educated viewers about the shift to electric vehicles and the capabilities that these vehicles possess, using Black creators to reach Black audiences through unique experiences.
Overall, embracing inclusivity in influencer marketing not only helps brands build a more authentic and positive brand image but also resonates with consumers who value diversity and representation. It fosters a stronger connection between the brand, influencers, and their audiences, resulting in more meaningful and impactful influencer campaigns.