Campaign Brief featured CulturalPulse’s announcement on the new partnership with Bastion Cross Cultural Insights.
The collaboration brings together Bastion’s expertise in multicultural research and insights with CulturalPulse’s expertise in multicultural measurement and marketing execution.
The result? Top-notch strategies and campaigns that are deeply rooted in cultural understanding and backed by thorough research.
“By partnering with the Bastion Cross Cultural Insights Team, we can offer clients CulturalPulse’s CALD measurement capability through AskGenie and deliver CALD community amplification and engagement across more than 100 CALD segments. Together we are expertly building a team of multicultural experts who understand the diversity of Australian consumers and in turn, deliver tailored in-culture and in-language communications that reach and resonate with target cultures to drive growth and business outcomes.”
Bastion Cross-Cultural Insights and CulturalPulse have brought together a team of industry leaders for a thought leadership webinar, focusing on the strategic advantages of multicultural marketing through expert cultural research and engagement.
What were the key takeaways from the webinar?
Untapped growth opportunity
Australia is one of the most multicultural countries in the world! With over 51.5% of Australia’s population being born overseas or having one parent born overseas (projected to reach 57% by 2026), brands have a significant opportunity to tap into this diverse market.
Understanding the migrant experience
To effectively connect with multicultural communities, it’s crucial to build understanding and empathy. People connect most with shared experiences. Highlighting these within communities is key to building meaningful connections.
Authenticity matters
Past engagement with multicultural communities often lacked authenticity, feeling more transactional. To truly connect, brands must focus on genuine interactions.
Data-driven strategy
Effective outreach starts with segmenting your audience based on data, researching community behaviours, and developing creative strategies that resonate. Always validate your audience’s needs through thorough research and data analysis to ensure your approach is on target.
Multicultural outreach
Approaches like word of mouth, peer recommendations, and trust-based networks are far more effective in multicultural communities than mass media or mainstream channels.
Thanks to our panel for the incredible insights:
Karissa Fletcher, Chief Growth Officer, CulturalPulse
Isabel Zhang, General Manager, Bastion Cross-Cultural Insights
Derek Lau, Brand Manager, Lamb, Meat & Livestock Australia
Sacha Cody, Global Research and Strategy Leader
Tom Parker, National CEO, Australia China Business Council
Listen to full Webinar below.
