SERVICES
Our approach
Our approach is inherently solution-agnostic, ensuring that our strategies are not confined to media solutions alone. Our extensive experience encompasses influencer programs, activations, shopper marketing, content creation, and ethnic public relations.
We have become a truly one-stop shop for clients’ multicultural needs. Our digital and social capabilities are equally impressive. We have a team of specialists dedicated to ethnic passion points spanning entertainment and sports.
Research & Insights
Data Driven, Insight Led
Few multicultural agencies possess high-calibre market research capabilities in-house. But we do. Look to our research and analysis experts to inform and laser-focus your marketing campaigns. Our research experts will bring to light practical insights unique to your brand via:
- Quantitative research (with access to online ethnic panels)
- Qualitative research (including ethnographic inspiration sessions)
- Global benchmarking
Strategy & Planning
A Blueprint for Your Branding Success
Marketing strategy and planning are the hallmark offerings of Ethnicity Matters. Every multicultural marketing program we undertake begins here. In fact, our principals are authorities on marketing strategy – masterminds who write, teach and speak on the topic across the continent. Look to us to blend traditional data with our signature insights to laser-focus your programs and reach your niche.
Creative & Production
Applause-worthy campaigns in any language
Translations and creative adaptations of your brand are not always enough. That’s why our award-winning and multilingual creative and design team also delivers outstanding and original creative campaigns. Whatever the medium or platform, our creative cuts through and touches a chord with the niches that matter. Look us for work that is innovative, on-point and designed to reflect your brand in a way that resonates with the ethnic end consumer. Our services include:
- In-language print
- In-language video (TV and online)
- In-language ethnic social (including WeChat)
- In-language landing pages and websites
Media Planning & Buying
Mastery in Ethnic Media Buying
Ethnicity is a powerhouse in ethnic media buying. many members of our team have worked for the media in the past, so they understand the media companies perspective. We don’t treat the media as suppliers, we treat them as partners. We have deep relationships with ethnic media both in Canada as well as back in the home countries. Many of these international media companies have a substantial media presence in North America.As the largest ethnic media buyer in the country, we bring the clout to ensure you receive the best rates to broadcast your message in any tongue, along with the most value-added extras.
Let us navigate the ethnic media maze and design strategies, creative sponsorships and content-rich campaigns to amplify your brand, without breaking your budget.
Ethnic Social & Digital Media
Chat, Connect and Enage in Any Language
Ethnicity Matters harnesses the power of the digital and social landscape to help your brand connect in any language. We manage stand-alone ethnic social media programs and also adapt/translate mainstream campaigns to ensure your messaging is accessible across multiple languages and platforms. Our digital- savvy team brings leading-edge experience with in-language and alternate digital and social media platforms to successfully steer your campaign. Our services include:
- Chinese Social Media (including WeChat)
- In-language SEO/SEM
- Content Marketing
- Direct & Modified Programmatic Digital Buying
Influencer Programs
Influencers have become an important marketing tool and can be very effective if done appropriately. They are even more effective for ethnic consumers.
Influencers are twice as effective for Chinese consumers, three times as effective for South Asian consumers, and four times as effective for Filipino consumers as compared to the general population.
We are specialists in identifying ethnic influencers that can reach out authentically to consumers. We have executed dozens and dozens of successful campaigns across a diverse set of brand categories.
Content Marketing
Tell Your Story
A simple translation of your brand story, blogs or digital content may be great – but sometimes you need more. Look to our Ethnicity Matters content experts to adapt the story of your brand in a way that resonates with diverse ethnic consumers, in all the right languages. Through custom content, brand integration, and a data-driven content strategy, we’ll ensure your message is heard and your values shine – in a way that cuts through, convinces and captivates your target market. Our services include:
- Custom Content Creation
- Brand integration
- Content partnerships with media
Retail & Events Activations
We are experiential experts when it comes to activating at multicultural events and locations. We have activated at malls, grocery stores, airports, festivals, retail stores, transportation hubs, flea markets, and grand openings.
We are a full-service activation agency, providing not only the culturally appropriate exhibits/experience, but also culturally relevant prizing as well as brand ambassadors from the community.
Shopper Marketing
The final mile is in-store. We are experts at shopper marketing, where we have activated both mainstream retailers as well as ethnic retailers, like T&T. This includes tailored end-aisle displays with culturally relevant themes. In-store marketing has also included sampling, couponing, in-store signage, as well as TV monitors.
We assist clients in making the case for support to provide the exposure to our clients. Retailers, like brands, are seeking to reach out to ethnic consumers. If the brand can provide value in encouraging the targeted ethnic consumers to frequent the store, they are often eager to partner.
Public Relations & Community Outreach
Mastery in Ethnic Media Buying
We are trailblazing experts in ethnic public relations in Canada. For many clients Ethnicity Matters is exclusively PR because of our exceptional contacts and track record in garnering publicity with ethnic markets. From Hollywood movie studios to leading South Asian organizations (including Indian Prime Minister Modi’s Canadian visit) we have brightened the spotlight on so many leading individuals, brands and events. Look to us to raise your profile, generate a buzz with the right communities and even spearhead and manage successful influencer campaigns, a key tactic to win over ethnic consumers.
Our services include
- Quantitative research (with access to online ethnic panels)
- Qualitative research (including ethnographic inspiration sessions)
- Global benchmarking
Promotions & Partnership
Data Driven, Insight Led
Consider us experts in matchmaking. We bring together like- minded corporate partners to deliver more powerful and far- reaching multicultural programs. Partnerships are an outstanding way to introduce your brand to a new segment, achieve cost- savings (and additional funds), spark product and service innovation and amplify your program across a wider marketplace. With a deep understanding of business drivers and exceptional contacts across the industry, Ethnicity has been the force behind notable partnerships, from Pepsi and Rogers, to Del Monte and Air Canada, to Canada Dry and Catelli, to CIBC and Public Mobile among others.
Sports & Entertainment
There is nothing that engages a consumer more than passion points. We have a team in Canada and the United States that specialize in sports and entertainment that mesmerizes ethnic consumers. We have conducted programs for NHL and MLB teams, assisting them in outreach to help generate a fanbase amongst ethnic consumers. We’ve worked with cinema chains to market international film titles to
ethnic consumers. We’ve worked with Hollywood studios to market films with ethnic actors and/or themes. We’ve done the same for live theatre. We are also connected to the burgeoning multicultural music scene.
