• by Crystal Ling , May 15, 2024

Growing up in a household where the aroma of Chinese cuisine mingled with the sounds of Chinglish (a very interesting blend of Chinese and English, I might add), I learned early on about the value of embracing diverse backgrounds. Our family gatherings were a melting pot of traditions. There were the Chinese, the Jamaicans (a story for another time), and the second-generation Americans, where stories of ancestral roots intertwined with modern American experiences. Little did I know these memories would lay the foundation for my approach to marketing.

While marketers know all too well there is no one-size-fits-all approach, let's explore the nuanced considerations essential for crafting influencer marketing campaigns that resonate with people universally.

Representation and diversity in casting make a difference.Each individual brings their own experiences, values, and beliefs to the table, making creator selection a game changer for any influencer campaign. Brands looking to build meaningful connections should cast a well-rounded group of creators representative of different walks of life to engage with niche audiences that share those same perspectives.

Authentic storytelling (and how those stories are told) matters.Spotlighting specific stories fosters inclusivity while building trust between brand, creators, and their audiences. To scale campaign exposure, brands should consider leveraging bi- (or even tri)-lingual creators to develop content in a variety of languages, diversifying reach to both English and native audiences. Doing so embraces diversity and, quite literally, enables the campaign to speak directly to the hearts of its target audience.

The power of cultural nuances in unlocking creativity.Cultural nuances are the secret sauce that adds depth to influencer content. Whether collaborating with fashion influencers whose personal style is shaped by their heritage (such as wearing the color red to represent luck and prosperity in many Asian cultures), or partnering with food creators whose recipes are steeped in traditions (think mozzarella cheese on an Italian margarita pizza vs Korean tteokbokki), creative freedom and authentically speaking to the brand and product paves the way for content to resonate on a deeper level.

As a second-generation Asian American, my journey in marketing has been shaped by the rich tapestry of unique experiences. From embracing diverse perspectives to championing authentic storytelling and harnessing cultural nuances, I've learned that understanding goes beyond just strategic campaigns—it's a fundamental way of life.

Navigating marketing's cultural mosaic with empathy, authenticity, and inclusivity allows brands and marketers to create campaigns that not only drive results, but also foster connections that transcend boundaries, bridge divides, and unite people.