Challenge
Racial tension in the US surged in the Spring of 2020 after the public murders of unarmed Black citizens at the hands of police. Some companies were uniquely poised to step up boldly with their culturally rich audiences, while others struggled out of fear, readiness, or even team composition. Buick and GMC wanted to explore ways they could become more inclusive brands.
Approach
FLAVVRR developed a strategic lens, framework, and checklist by which to evaluate multicultural opportunities, especially in the media space for both Buick and GMC. We created a consistent workstream with partners to engage diverse content vendors specifically in priority communities for both brands. We realized work that tells the stories of prospective and current customers for both brands.
Outcomes
Helped to implement a dozen strategically connected CSR and media programs.
Broadened awareness in priority communities for Buick & GMC.
Nutured young marketing talent with these communities.
Increased visibility for community trailblazers.
Categories
Cultural Brand Strategy
Partner and Influencer Relationship Strategy
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