Cablefax The Magazine - July 2022 - 37
MULTICULTURAL MARKETING
1
ST
HISTORY+Ancestry: Lincoln's Legacy:
Uncovering the Stories of African
American Ancestors
Family history research can be
challenging for African Americans
due to the long history of
slavery in the U.S. and the lack
of documentation about those
who were enslaved. HISTORY and Ancestry have teamed
up several times over the years, with the 2022 doc " Lincoln "
offering the perfect opportunity to assist the African
American community with genealogy. Ancestry unveiled
the world's largest digitized and searchable collection
of Freedmen's Bureau and Freedman's Bank records to
date, with more than 3.5M records available for anyone to
search for free. The Freedmen's Bureau was established
in the late 1800s by Congress to provide practical aid to
4 million newly freed African Americans in their transition
from slavery to freedom. HISTORY's creative team and
Ancestry's team of professional genealogists partnered to
create original short-form content focusing on stories of
diversity and history. " Lincoln's Legacy: Uncovering the Stories of African American Ancestors " is a custom-branded three-episode miniseries
that tells the personal stories of formerly enslaved African Americans and their connection to our 16th President. The partnership resulted in
brand memorability that was 94% higher and drove consideration and recommendation for Ancestry.
2
Jubao Brand Launch
Campaign
IMD used Lunar New Year to promote its inaugural Chinese AVOD
service Jubao, which means " pot of treasures. " On the B2B side,
IMD generated buzz via a press kit and gift mailer sent to key decision
makers at MVPDs. The kit featured a selection of symbolic
Chinese home décor items, including a golden pot to play on Jubao's
brand name. IMD integrated Jubao programming highlights
into affiliate eblast schedule, including with Asian American and
Pacific Islander Heritage Month (May) and Lunar New Year (February
2022). Marketing focused on the top 20 Chinese DMAs in the
U.S., with marketing further segmented out by MVPD.
ND
Spectrum
Hispanic Gaby
Espino &
Clarissa Molina
Campaigns
Spectrum worked with
Infusion by Castells
to grow Hispanic new
connects for its Spectrum
Mi Plan Latino Internet
+ Video product
by leveraging trusted
celebrity spokesperson
Gaby Espino as well as
actress and entrepreneur
Clarissa Molina.
The pairing allowed for
Gaby to resonate best
with Spanish dominants
35-49, while Clarissa
reflects a younger, more bicultural crowd in the 18-34 demo.
Tactics included a full slate of digital and social videos as well as
SEC, email, radio and direct marketing. The campaigns leveraging
the " power of two " influencers drove 35% of total company call
volume and PSU additions.
thefaxies.com
July 2022
3
RD
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Cablefax The Magazine - July 2022
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