Marketers are often told that creating diverse and inclusive advertising campaigns can improve their bottom line. However, there is limited research available into just how much these campaigns can improve business outcomes.
But now VAB’s Do The Right Thing: How Diversity & Inclusion Drives Brand Outcomes report has analysed over 3,300 commercials from 50 brands across all categories to see which campaigns deliver the best results..
More than 20 diversity and inclusion campaigns from the past five yearss were included in the study, including works from Johnnie Walker, Nike, Target, ThirdLove, Ulta Beauty, and other global brands.
Ahead of the 2016 US Presidential election, Johnnie Walker launched its ‘Keep America Walking’ campaign to spread messages of unity and inclusion.
According to the study the ad achieved a positive sentiment of 90 per cent – significantly higher than the usual positive sentiment of 80 per cent for Johnnie Walker ads – and a digital engagement impact ampunting to 65 per cent of total earned online activity. This was despite the fact the digital budget was just 16 per cent of the TV spend for the campaign.
The study also analyses Pantene’s 2017 ‘Celebrating Strong, Beautiful African American Hair’ ad as part of the ‘Strong is Beautiful’ campaign.
Even with a relatively small ad spend, the ad outperformed 29 other ads that aired during the same period, including campaigns with up to 10x more TV investment support.
The ad also achieved a positive sentiment score of 97 per cent.
Perhaps the most notable campaign included in the study is Nike 2018 work with NFL quarterback-turned-activist Colin Kaepernick. “Believe in something, even if it means sacrificing everything,” Kaepernick famously says during the commercial.
According to VAB, after launching the ad at the beginning of Q3, Nike proceeded to see their highest Q3 revenues ever at that point and their highest year-over-year growth in any quarter in over two and a half years. Record-breaking quarterly sales have continued in each successive quarter through the evaluation period.
Please login with linkedin to commentdiversity
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]