Inclusive advertising campaigns with messages tied to diversity and inclusion (D&I) lead to increased sales and business success, confirmed VAB. D&I must be an essential part of marketing strategy for successful brand outcomes, according to the insights-driven agency’s latest study.
The study involving analysis of hundreds of advertising campaigns and 3,300 commercials from 50 brands across multiple categories spanning the last five years provides statistical evidence that inclusive advertising does lead to improved sales. More than 20 D&I campaign case studies from Johnnie Walker, Nike, Target, ThirdLove, Ulta Beauty and other brands were analysed.
DO THE RIGHT THING
The report, entitled Do The Right Thing: How Diversity & Inclusion Drives Brand Outcomes, found a significant correlation between advertising that includes messages tied to D&I and business success. It also concluded that inclusive campaigns that resonate with customers help to grow digital interactions and online engagement, as well as increased sales.
Earlier this year, for example, Target released an ad featuring The Honey Pot founder, Beatrice Dixon, in support of minority female-owned businesses. VAB’s analysis showed that the ad had one of the highest attention scores of all Target ads amongst viewers. Additionally, Honey Pot sales increased 20-30% following the campaign launch across its retailers, confirmed VAB.
RECORD-BREAKING SUCCESS
VAB’s research demonstrates the financial benefits of inclusive advertising. It cites Nike’s series of commercials about people pursuing their biggest dreams, featured in 2018, as a hugely successful example. The campaign included videos of athletes competing, while also touching on gender, disabilities and other diversity issues.
Narrated by former NFL quarterback-turned-activist Colin Kaepernick, the ad stated: “Believe in something, even if it means sacrificing everything.” Nike introduced the ad at the beginning of its third quarter, and it resulted in record-breaking sales. “The company achieved its highest third quarter revenue up to that point in time. Subsequently, record-breaking sales have been achieved in each quarter since the commercial’s launch up until early 2020,” noted VAB.
INCLUSIVE CAMPAIGNS
Marketers who embrace topics that resonate with consumers also see an increase in social conversations, online video views and search queries, added VAB. For example, in 2016, Scotch whisky brand Johnnie Walker released its Keep America Walking campaign with visuals presenting an authentic representation of America’s cultural diversity and a message of inclusion. VAB found that the response was overwhelmingly positive for the ad (around 90%). The campaign helped to increase the brands’ digital interactions and has driven two-thirds of its total digital interactions over the last five years, according t the study.
Commenting on the research findings, VAB President and CEO, Sean Cunningham stated: “Increasing customer activation and growth in today’s business environment is a major challenge for marketers. Motivating underleveraged customer segments with messages that genuinely resonate can ignite business results. Do The Right Thing provides statistical evidence that embracing diversity and inclusion as a core brand component leads to positive outcomes, such as increased engagement across each stage of a customer’s path to purchase, as well as sales growth.”
For more information on VAB’s Do The Right Thing: How Diversity & Inclusion Drives Brand Outcomes, click here.
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