What is the last item you purchased? Beyond its practical benefits, how did you hear about the company that makes that product? Why did you decide to purchase that item from that particular brand over another?
As consumers, we are heavily influenced by marketing messages that meet us wherever we are – at the grocery store, gas station, on the bus … you get the idea.
In the marketing world, the “Rule of Seven” is what refers to the number of times on average that an individual needs to be exposed to a brand’s name to recognize it and ultimately make a decision to purchase that item from that particular brand.
Considering how much noise there is online now when it comes to advertising messages, brands have to work even harder to find more creative ways to cut through the noise.
This October, Cold Tea Collective attended Advertising Week in New York, where we heard from a variety of Asian American marketing and advertising leaders – the people who are leading brands and businesses vying for our hard-earned dollars on a daily basis.
Read along to find out my top takeaways from Advertising Week New York 2024.
Authenticity still matters
If the term “authenticity” or “authentic storytelling” feels overused, it is. Not because it’s a marketing buzzword, but because it’s a business imperative.
“By 2050, multicultural Americans will be the majority,” said Bing Chen, CEO and co-founder of Gold House. “Audiences are more likely to buy from brands who work with diverse creators. By the same token, consumers will buy more from brands who they feel are supporting diverse creators that they like and trust.”
Content creator “Your Rich BFF” Vivian Tu reminds us that it’s important to create and maintain trust with audiences through authentic reviews and partnerships. In choosing which products or services to promote, she wants to ensure that they align with who she is as a person and what she stands for. “The best performing ads are the ones that serve the audience,” said Tu.
For American Honda’s Head of Media, Megan Amic shared at Advertising Week in New York that the Honda brand is very specific and selective in choosing which creators and artists to work with. “A lot of the artists we engage with are the ones who have a vested interest in Honda, not just looking to make a quick buck,” she shared.
“We want to work with folks who are fans of the brand themselves because that story they’re going to tell becomes more authentic. When we do any sort of content that engages creators and artists, you have to make sure that it truly does align with your brand,” said Amic.
But how do we know what audiences are looking for? It goes just beyond numbers, but understanding the context behind what marketing practices perform best to drive those business results.
It’s about understanding the why behind it. Once brand marketers can tap into that, they can create brand stories and products that align directly with their ideal customers’ needs.
e.l.f. beauty’s Chief Brand Officer Laurie Lam shared examples of how e.l.f. was able to tap into insights to create brand campaigns that were outside the norm.
See also: Cruising into nostalgia with Honda at Head in the Clouds
Telling stories that resonate and reflect your audience
When you go to your standard drug store or big box retailer, there are dozens of brands competing for your attention in the aisles and aisles of options to meet your cosmetics needs. e.l.f. beauty has found that its creative storytelling campaigns are what help it cut through the clutter.
At an Advertising Week in New York fireside chat about creating viral advertising campaigns, Lam shared that the key to growing a brand’s customer base is to tap into it.
“Take something your community gave you and mirror the reflection of their journey,” said Lam as she shared about a viral campaign centered on a shared experience from their customers: having your e.l.f. beauty products being stolen from family members, roommates, and friends, creatively depicted as a true crime documentary parody called “Cosmetic Criminals.”
The 15-minute parody documentary extended its reach beyond social media; it was shown on streaming platforms as well as screening in select AMC theatres before watching Mean Girls.
Using social insights tools, the brand developed a merchandise collection named “Cosmetic Security.” This included a special three-piece collection hidden in a teddy bear, planter, and hollowed-out book, where customers could hide their cosmetics in their homes.
Reaching audiences through music and cultural experiences
Ad blockers, premium memberships that limit ads, and more aid audiences in skipping past advertising messages – and it’s something audiences are willing to pay for.
To connect with audiences authentically and in culturally relevant ways, brands such as Honda have developed strategic partnerships in the music space with Billboard to reach younger audiences through music.
The conversation at Advertising Week in New York was led by Marina Filippelli, CEO of Orci, with Megan Amic, Head of Media for American Honda and Mike Van, President of Billboard. Together, they collaborate on “Honda Stage,” an initiative to connect young music lovers with culturally-resonant content and music experiences that create lasting memories, with the hopes of building brand love with Honda. As a discovery platform for new music and artists, this initiative was integral in the growth of artists including Bad Bunny and Billie Eilish.
“Music is omnipresent and is a main passion point for Gen Z,” shared Van, while also noting that Honda understood that music mixed with having a clear idea as to how the brand would show up in advertising, content, and in real-life experience, it would address a challenge for the brand connect with younger generations of future customers.
“With Gen Z, they don’t have loyalty to specific automotive brands unlike older generations who may have an instinct on which brands we know are reliable and safe. For us, it’s trying to encourage brand love early on,” says Amic.
“This is where younger generations are spending their time and money,” said Filippelli. “According to a 2024 Fast Company article, music streaming reached $28.6 billion in spend globally.”
With the discoverability and virality of music on social platforms such as TikTok, Filippelli also noted that brands using music in campaigns can increase their return on investment by up to 12% in comparison to those who don’t. Amic shared that Honda had seen a return on their investment in the music space, specifically in multicultural car buyers.
See also: 88rising’s inaugural Moonrise Gala
Multicultural creative is for everyone
Global and multicultural music artists are driving the growth in the industry. This is why Mike Van shared with Cold Tea Collective earlier this year that Billboard will be available in 18 languages by the end of 2025.
Popular music is not just in English or a singular genre anymore. “The world view that Gen Z brings is being open to consuming content in-language,” said Van. “For them, that speaks to authenticity, a huge value point.”
With respect to investing dollars into multicultural audiences and artists, Amic shares the importance of this beyond her work: “We don’t want people to feel like they’re not being seen. As a mother to multi-ethnic kids, I want to make sure they can see themselves reflected with multi-ethnic artists as well.”
Keys to success in advertising from Asian American advertising leaders
- Be clear on your values to ensure authenticity in marketing decisions
- Bring value to your target customers and be clear on how it aligns with both their needs and your brand’s values
- Let creators create in ways that are authentic to them
- Find ways to resonate with your audience first, as the reach will come from there
Cold Tea Collective is a media outlet, creative agency, and marketing partner for agencies and brands who want to connect authentically with AAPI and Asian Canadian audiences. Through campaigns, content, creative, and cultural consulting, we drive opportunities for brands to tell powerful stories that resonate. For more information on our advertising and consulting services, contact us at info[at]coldteacollective[dot]com.
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