Honoka Miyata

Earlier this month, Hotspex and Hotspex Media had an International Women's Day 2024 Virtual Panel focusing on this year's theme, Inspire Inclusion. ‍Kseniya Kachor, Client Success Manager (Hotspex Media), Samantha Wanjiru, Account Director (Hotspex Media), Emily Barsby, Research Associate (Hotspex), and Brianna Mooney, Director of Research (Hotspex) shared their experiences navigating their career thus far, the lessons they've learned throughout their journeys, and the hope they have for the media and market research industry.‍. Here’s what they had to say! 

This week's DEI+ Campaign Spotlight highlights Target's "Más Que / More Than" campaign which aims to authentically represent the Hispanic and Latino community through highlighting Hispanic and Latino entrepreneurs and their products. How was this campaign a successful one? They collaborate with partners like the U.S. Hispanic Chamber of Commerce, prioritize inclusivity through the Hispanic Latino Business Council, and strive to build connections and celebrate Hispanic culture year-round.

This week's DEI+ Campaign Spotlight:bulb: discusses the "Love Lives On" short film series, which is part of the ongoing "Love Has No Labels" campaign by The Ad Council and R/GA. The series aims to promote love, allyship, and support for marginalized communities while addressing issues of hate, bias, and discrimination. The main focus is on the anthem film "Gentle Giant," which tells the story of Bridgett Floyd, sister of George Floyd, whose murder by Minneapolis police sparked the Black Lives Matter movement. How was this campaign a successful one? "Gentle Giant" used intentional storytelling and emphasis on the power of humanity to connect with the audience. It highlights how love and actions inspired by love can bring about meaningful change in society. The film amplifies the voice of George Floyd's sister and advocates for education and action against racial discrimination and injustice.

In this week's campaign spotlight, we share Mastercard's "Where to Settle" campaign which aimed to assist Ukrainian refugees in Poland affected by the war by helping refugees find housing and employment. The campaign utilized a digital platform, WhereToSettle.com, to provide data on living costs, job opportunities, and housing options in various Polish locations, aiding users in making informed decisions. What made this campaign a successful one? Mastercard's commitment to using data responsibly and the campaign's user-friendly, inclusive approach highlighted the brand's dedication to social good and positive impact.

This week's DEI+ Campaign Spotlight highlights Smirnoff's "We Do We" campaign which celebrates unity and inclusivity through diverse collaborations, global outreach, and authentic representation. How was this campaign a successful one? The campaign's effectiveness was driven by Smirnoff's commitment to authentic representation and active engagement across various mediums, resulting in a more diverse and inclusive experience for their consumers.

This week's DEI+ Campaign Spotlight highlights Our Place's Holiday Festivities shared by content creators, reflecting the brand's ethos of embracing diverse backgrounds. How was this campaign a successful one? The company's success is attributed to its commitment to representation, both in front of and behind the camera, and its alignment with social and environmental causes. By utilizing user-generated content and influencer marketing, Our Place fostered an authentic connection with a shifting demographic, enhancing brand-consumer relationships and community engagement.

This week's DEI+ Campaign Spotlight highlights Vaseline's See My Skin Campaign which tackles healthcare inequalities for melanin-rich skin through a database collaboration with HUED and VisualDx. How was this campaign a successful one? They channeled collaborating with other organizations to achieve a goal in a systematic issue through providing education, resources, and connections to culturally sensitive healthcare providers. This resulted in them earning trust from the community and creating over 3 million equitable skincare experiences.

This week's DEI+ Campaign Spotlight features Gymshark's Deload Campaign which aims to destigmatize men's mental health. We dive into how Gymshark partnered with mental health organizations and opened the Deload Barber Shop in London, providing a safe space for men to talk openly about their mental health with professional mental health-trained barbers. How was this campaign a successful one? The campaign's success can be attributed to fostering an authentic community, both online and in-person, challenging traditional masculine norms, and encouraging men to prioritize their mental health.

Apple's The Greatest campaign highlights the lives of differently-abled individuals and how Apple's products enhance their daily experiences. The focus is on people over products, normalizing inclusivity in marketing and challenging perspectives. Prioritizing disability inclusion can benefit brands by appealing to a broader customer base and attracting top talent. The campaign encourages a more inclusive society.

This week's Campaign Spotlight showcases LEGO's A-Z of Awesome Campaign, which aimed to foster conversations about LGBTQ2+ identities using play and creativity. We look at the key components which led to the campaign's success and how companies can integrate these components to their marketing and business strategies.

The wake of movements like #MeToo and Black Lives Matter has shed light on the importance of diversity, equity, and inclusion (DEI) in marketing campaigns. As the post-Millennial generation becomes increasingly diverse, it's crucial to recognize and represent the evolving target demographics. Research indicates that consumers are more likely to support brands that showcase diversity and align with their values. Integrating DEI concepts involves incorporating diverse voices and perspectives while creating a safe space for marginalized groups to express their ideas. Company leaders must prioritize DEI and embed it into their strategies to foster diversity of thought and accurately reflect the demographic. Sharing case studies and initiating conversations around DEI helps us stay attuned to ever-changing consumer trends.