Cultural Sensitivity In Global Outreach Campaigns
Every brand wants to go global in today’s digital era. And why wouldn’t they? The advent of the Internet and the emergence of social media have made it significantly easier for businesses to expand beyond borders and capture diverse audiences. However, a brand can reap the benefits of globalization only if it is able to market itself right. This is where cultural sensitivity in global advertising comes in.
In a survey conducted by Edelman, 81% of consumers stated that they needed to trust a brand to buy from them. In light of this, businesses planning to expand globally must maintain transparency and authenticity in their brand messaging to foster meaningful connections with their target audiences.
Culturally sensitive global outreach campaigns can help brands achieve consumers’ trust.
This blog will discuss the importance of understanding cultural sensitivity and the strategies you can implement to avoid cultural appropriation in your cross-cultural marketing campaigns. We will also highlight the common pitfalls to avoid in global branding and provide some case studies of successful culturally sensitive campaigns.
Understanding Cultural Sensitivity
Cultural sensitivity involves developing deep knowledge and active awareness of the cultural variations in the markets where your brand wants to be recognized. Understanding these subtle differences allows businesses to customize their global outreach efforts for local consumers, thereby building brand credibility and averting potential controversies.
So, what is the secret to global advertising success? It is a brand’s empathy for different cultural contexts in communication. Let’s understand this with an example.
For instance, words are not the sole conveyor of meaning in countries like Japan, India, or the Middle East. Many subtle cues and traditions intrinsic to the culture dictate the speech and communication patterns of the consumers. This is known as a “high-context culture.” On the other hand, in Europe or the US, the spoken or written word is expected to contain the majority of the information required for understanding, and messages should be concise and straightforward. This is referred to as a “low-context culture.”
Thus, an outreach campaign for Japanese consumers needs to account for their politeness, honorifics, and cultural cues, while one for Americans should be blunt and directly communicate a product’s benefits and features. Brands that can navigate these intricacies effectively are a true testament to global advertising success. Furthermore, with global forecasts suggesting that ad spending will increase by 4.6%, ushering in a new era of brand investments, international brands need to get multicultural advertising right.
So, how can you integrate cultural sensitivity into your multicultural marketing campaigns? Start with the strategies outlined below.
Strategies for Implementing Cultural Sensitivity
Here are five strategies that can help you create culturally sensitive outreach campaigns for your global brand:
Research and Understand Your Audiences in Different Markets
Understanding your audience is the first step towards being culturally sensitive. Learn everything you can about their habits, traditions, values, and social cues. This information allows you to customize your brand’s messaging, offerings, and services to honour and value their cultural identities. You can easily gather this data by creating polls and surveys through well-crafted email newsletter templates.
You can achieve an in-depth cultural understanding from both qualitative data (such as focus groups and ethnographic research) and quantitative data (such as consumption patterns and consumer feedback surveys). To implement this strategy, assemble a focused research group or collaborate with local experts. You can also employ a mixed-method approach to obtain a multi-faceted understanding of your target market by combining statistical information with analyses of successful local campaigns, anecdotes, and cultural artefacts.
Hire Diverse Talent From Different Cultural Backgrounds
Employing talent from diverse cultural backgrounds can bring a more comprehensive perspective to your brand strategy. Individuals from diverse cultural backgrounds can offer insightful information on particular industry practices, assisting you in avoiding potential offences or miscommunications.
The expertise of such professionals can be invaluable when it comes to ensuring that your marketing collaterals and outreach methods are a good fit for the target culture. Involve them in the planning stage and let their suggestions inspire original thinking. Thus, engaging local marketers, translators, and cultural consultants can give your global outreach campaigns a competitive edge, enabling your business to stand out.
Tailor Marketing Communications To Local Cultural Contexts
Localization involves much more than simple translation; it is a strategy that seamlessly integrates the product, message, and marketing collaterals into the specific cultural context of the target market. Well-localized marketing communications consider humour, societal norms, the local dialect, and aesthetic preferences.
Customizing your global outreach campaigns to fit the cultural context of your market can involve understanding your market positioning strategy, adapting messages to reflect local expressions, highlighting cultural references in your content, and ensuring your messaging aligns with local norms. You can also include imagery that reflects the diversity of your target audience. You should also avoid clichés and stereotypes in both text and visuals.
Provide Cultural Sensitivity Training To Your Marketers
Global society is ever-evolving, which means integrating cultural sensitivity into your international marketing efforts must also be an ongoing endeavour. Changes in popular culture, societal conventions, or the socio-political environment can greatly impact how people perceive your brand’s messaging.
This is why educating your global marketing team about changing cultural norms and potential pitfalls is paramount. To implement this strategy, you should organize frequent sessions with cultural specialists in diversity and inclusion. You can also include cultural sensitivity in your company’s basic values and new hire orientation courses.
Engage in Local Partnerships To Test Your Campaigns Locally
Local influencers and community leaders carry the kind of cultural credibility that can help a brand bridge the gap with diverse local audiences worldwide. Thus, engaging in local partnerships with such individuals can foster brand trust and lead to more authentic outreach campaigns that resonate with consumers.
To implement this strategy, you can find local influencers who share your brand values and collaborate with them to develop culturally sensitive campaigns. You can also establish authentic relationships with influential figures in local communities where your potential customers are located, who could serve as ambassadors for your products or services.
Now that you know how to incorporate cultural sensitivity into your international marketing strategies, let’s explore some common pitfalls in global branding and ways to prevent them.
Common Pitfalls in Culturally Sensitive Advertising (and How To Avoid Them!)
Here are three common pitfalls that can undermine a brand’s global advertising effectiveness (and the tactics you can use to prevent them):
Cultural Missteps like Overgeneralization
Failing to understand and respect cultural differences can lead to offensive or misunderstood messages. One such cultural misstep is overgeneralization.
For instance, many brands suffer from the pan-Asian misconception that all Asian countries have the same cultural nuances. However, the traditions followed in China are widely different from the customs followed in India.
How To Avoid This:
- Conduct thorough research about each target market’s values, societal cues, and cultural norms.
- Collaborate with cultural consultants or regional teams who know about the subtleties of their market.
- Create culturally appropriate products, messages, and visuals that fit the local culture.
Inconsistent Brand Messaging
Consistent brand presentation across marketing platforms can increase brand revenue by 23%, according to a LucidPress study. In light of this, businesses cannot afford to be inconsistent with their brand messaging.
Moreover, brands also need to be aware of linguistic nuances to avoid miscommunicating their message. For instance, the French spoken in France differs greatly from those spoken in French colonies in Canada. Thus, regional dialects also need to be studied and accounted for in international advertising campaigns.
How To Avoid This:
- Enable language translations while ensuring they align with the overall brand strategy.
- Ensure consistent communication between local and global teams.
- Establish a cohesive global brand strategy that outlines your brand’s core values.
Non-Compliance with Legal and Regulatory Requirements
Overlooking legal differences in a global advertising strategy can have serious repercussions for a brand, including legal penalties, financial losses, and damage to the brand’s reputation.
Issues may arise from non-compliance with regional advertising standards, data privacy violations (like non-adherence to GDPR guidelines), intellectual property infringements, violations pertaining to product safety regulations, and more.
How To Avoid This:
- Learn about local advertising, data privacy, and product safety regulations prevalent in each target market.
- Work with local legal advisors to ensure compliance with all local laws.
- Perform regular compliance audits to identify and address any potential legal issues before they even arise.
Want to be one of those global brands that get multicultural marketing right? The case studies highlighted below are perfect for inspiration!
Case Studies of Successful Culturally Sensitive Campaigns
Here are three case studies showcasing successful culturally sensitive campaigns by globally acclaimed brands:
Nike’s “You Can’t Stop Us” Ad Campaign
Nike has been a pioneer of diverse advertising campaigns for decades, and the “You Can’t Stop Us” video is a testament to Nike’s commitment to inclusivity.
This viral ad launched in 2020 amidst the Coronavirus pandemic and featured a varied range of male and female athletes, both physically challenged and able-bodied. It also highlighted various inclusive sportswear, such as the Nike Pro Hijab for Muslim female athletes and adapted sportswear for individuals with impairments.
The impactful 90-second video cemented Nike’s brand values of diversity and inclusion by representing sportspeople from different races, genders, body types, religions, and more. It facilitated a multicultural connection worldwide amongst consumers and helped Nike generate $8.95 million in MIV for the featured product lines.
Fenty Beauty’s “Beauty For All” Ad Campaign
Rihanna-owned Fenty Beauty launched in 2017 with a 40-shade foundation line-up that changed the history of marketing in the beauty industry. The brand’s commitment to inclusivity, inspired by Rihanna’s experiences, made women of all skin tones worldwide feel seen and appreciated, leading to resounding success.
Fenty Beauty’s launch ad, the “Beauty for All” campaign, was where it all started. Featuring a range of models, including women of different ages, races, and sizes, the advertisement made “every woman feel included in this brand,” which was the brand’s marketing objective all along. Following the campaign’s debut, a movement known as “The Fenty Effect” gained traction, encouraging companies to defy the established norm in advertising by producing diverse and inclusive commercials.
This campaign set the stage for Fenty Beauty to become the world’s most successful celebrity beauty brand, with an annual revenue of $582.8 million.
Coca-Cola’s “Open Like Never Before” Ad Campaign
Following a seven-month pause during the pandemic, Coca-Cola launched its “Open Like Never Before” ad campaign in August 2020. The ad featured a manifesto poem penned by George “The Poet” Mpanga. The main message was for people to be “open, like never before” in a world where the global epidemic has permanently altered everything.
This viral ad took an active stance on a global issue (the COVID-19 pandemic), highlighting its effects on people from all walks of life and demonstrating how accepting who we are, our mental health and our uniqueness can make the world a better place.
The campaign ran in 40+ countries as TVC and on YouTube and enabled the company to donate $100 million to COVID relief efforts and support more than 13,000 shops, bars, and restaurants. Coca-Cola also donated more than €4 million generated from this campaign directly to Horeca partners.
Conclusion
In summary, navigating the complexities of cultural sensitivity in international marketing requires a deep appreciation and comprehension of the diverse web of values, traditions, and cultures that make up global society.
The abovementioned strategies can help you adapt your branding for local audiences without compromising your global image.
Leverage cultural sensitivity in multicultural marketing today to win over the trust, loyalty, and appreciation of your consumers in different markets across the world.
Author’s bio
Archi, a Digital Marketing Manager at alttxt.com, possesses a wealth of expertise in crafting persuasive and impactful content for SaaS businesses. With an impressive track record spanning three years, she has consistently excelled in devising content strategies that deeply connect with the intended audience, resulting in increased website traffic and a steady flow of leads.