Factory 360 knows the rich diversity of its employees and their respective ideas create magic when they mix – or, sometimes, collide. The team members at Factory 360 represent myriad ethnic and social backgrounds – visit the office and you’ll hear music from Brazilian hip hop to Korean techno – and thrive in the various realms of multicultural marketing.
With open minds comes a broader understandings. Multicultural marketing creates mutual agreements among groups of people and brands that result in an array of exciting business opportunities and personal enrichment experiences. Factory 360 approaches each multicultural marketing prospect with this ethos.
MULTICULTURAL MARKETING: LINCOLN
Lincoln sought a sponsorship opportunity to celebrate visionaries and engage the African American community. Factory 360 advised Lincoln to sponsor the August Wilson Readings event and activate around the event to support culturally progressive individuals and celebrate all things reinvented. The program was a seamless continuation of Lincoln’s multicultural marketing efforts and we used the platform to introduce their new premium midsize sedan, the 2013 MKZ, to their target audience.
Factory 360 planned and executed events around the Lincoln sponsorship of the August Wilson Readings on NPR. This African American-targeted program included 10 special events featuring a series of 10 plays by August Wilson. The plays were presented in front of a live studio audience in an intimate performance space in downtown Manhattan. The programming included influencer events with dinners, readings and networking. Factory 360 handled all program coordination and logistics including vehicle displays, event lighting, signage, venue coordination, celebrity outreach and all on-site event catering and logistics. Factory 360 generated leads for the dealerships, increased brand awareness for Lincoln within the African American community and achieved PR placement in NY news outlets.
MULTICULTURAL MARKETING: KRAFT
Kraft approached our team for ideas on celebrating its customers with Hispanic roots during Hispanic Heritage month. In response Factory 360 developed an ambitious experiential strategy to connect Hispanics in major U.S cities – New York, Chicago, and Miami – to their loved ones back home by issuing more than 60,000 free calling cards through 600 retail stores. The campaign positioned the Kraft brand at the center of tremendous goodwill generated by the experiential retail program, while also boosting Kraft’s incremental sales by 34%.
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Factory 360’s diverse blend of backgrounds and cultures gives us an advantage when it comes to developing experiential strategies that resonate with multicultural audiences. We leverage consumer insights and trends to create experiential programming that impacts the lives of many and connects with niche audiences.