Embracing Diversity and Multicultural Influencers: The Impact of Brands That Did It Right

Influencer marketing has become a powerful tool for brands to reach and engage with their target audience. In recent years, there has been a growing trend of brands recognizing the value of multicultural influencers in promoting diversity and inclusivity. By collaborating with influencers from different cultural backgrounds, these brands have not only expanded their reach, but also made a meaningful impact on their audiences.

In this article, we’ll highlight three brands that have set the tone and changed the game on what influencers look like, as well as the impact their campaigns had on the world.

Coca-Cola: Celebrating diversity with #ShareACoke

Back in 2019, Coca-Cola made efforts to champion diversity and inclusion as they embarked on the highly successful #ShareACoke campaign that started in Australia. It aimed to celebrate diversity and encourage personal connections by replacing the brand name on Coke bottles with popular names from different cultures and backgrounds. Fans were able to find unique names, like Fatima, Sunita, and Li. To amplify the campaign’s impact, Coca-Cola partnered with multicultural influencers to support the campaign. By involving influencers from a variety of communities, Coca-Cola effectively conveyed the message of unity, inclusivity and shared experiences. The campaign not only sparked conversations, but also reinforced Coca-Cola’s commitment to embracing diversity and bringing people together.

Fenty Beauty: Redefining beauty standards

Fenty Beauty, a cosmetics brand launched by pop icon Rihanna, revolutionized the beauty industry by prioritizing inclusivity. The brand actively sought out multicultural influencers who are makeup bloggers and plus-size models to represent their diverse range of products and cater to a wider audience. Fenty Beauty’s marketing campaigns featured influencers of various ethnicities, skin tones and body types, helping to pave the way for other brands to go outside their norms on how models should look. By doing so, the brand challenged conventional beauty standards and empowered individuals to embrace their unique beauty. The collaboration with multicultural influencers helped Fenty Beauty gain credibility and authenticity in promoting inclusivity, resonating with a global audience seeking representation in the beauty industry.

Airbnb: Showcasing diversity in travel experiences

Airbnb has demonstrated its commitment to diversity and inclusion by working with everyday people as influencers from different backgrounds to showcase real travel experiences. These collaborations resulted in compelling content showcasing published portraits featured in the ad alongside personal testimonials of “acceptance” across Airbnb’s Facebook, Twitter and Instagram pages. Airbnb’s approach not only fostered a sense of championing inclusivity, but also aligned with its mission of creating a world where anyone can belong anywhere.

The power of multicultural influencers cannot be underestimated in today’s diverse and interconnected world. Brands that recognize the value of diversity and inclusivity and collaborate with influencers from various cultural backgrounds can significantly impact their target audience. Coca-Cola, Fenty Beauty and Airbnb are prime examples of brands that have successfully harnessed the power of multicultural influencers to create authentic, inclusive and impactful marketing campaigns. By celebrating diversity, challenging norms and amplifying voices from different communities, these brands have not only gained visibility, but also inspired positive change in society. As brands continue to prioritize diversity and inclusivity, the power of multicultural influencers will undoubtedly play a crucial role in shaping marketing strategies and fostering a more inclusive and representative landscape.

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