How do you reach and engage today’s incredibly diverse, multicultural audience?
MED-Project ran into this challenge as they rapidly scaled operations from a single county in California to a 5-state initiative, targeting tens of millions of people across the United States.
- Cultural differences
- Language barriers
- Diverse media habits
Marketing is not a one-size-fits-all discipline.
Achieving MED-Project’s goal of driving impact meant starting with a deep, data-driven understanding of the brand’s diverse multicultural audiences, and tailoring a unique voice and media mix for each group.
In addition, MED-Project would need to partner with large, trusted retail chains and healthcare providers to develop in-person, experiential exposure for under-represented communities.
what we did
After researching and crafting 45 different multicultural audience personas, CDA developed video, audio, web, and print communications content in 12 languages.
- Video, audio, web, print
- 45 audience segments
- 12 languages
To target different diverse demographics, CDA developed and executed 33 individual multi-channel media plans for each of the local communities within the target markets, encompassing TV, radio, digital, and local print media in multiple languages.
- 33 unique media plans
- Dozens of local communities
- TV, radio, digital, print
CDA developed MED-Project’s B2B corporate communications strategy and materials to build trusted partnerships with Walmart, CVS, and Kaiser Permanente, establishing in-store promotional placements and a calendar of experiential activations.
- Kaiser Permanente
100%of KPIs met for all audience segments, four years running
32.2Mtarget audience growth
20%bonus media value