{"id":3685,"date":"2022-09-14T01:22:40","date_gmt":"2022-09-14T05:22:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/14\/how-mcdonalds-and-walmart-are-following-the-demographic-shift-on-youtube\/"},"modified":"2022-09-14T01:22:40","modified_gmt":"2022-09-14T05:22:40","slug":"how-mcdonalds-and-walmart-are-following-the-demographic-shift-on-youtube","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-mcdonalds-and-walmart-are-following-the-demographic-shift-on-youtube\/3685\/","title":{"rendered":"How McDonald\u2019s and Walmart Are Following the Demographic Shift on YouTube"},"content":{"rendered":"\n

By Chiquita Vaughn<\/em><\/p>\n\n\n\n\n\n

Have you ever really wanted a brand of jeans, but no matter how many styles you tried on, they just didn\u2019t fit? They were always too small at the hips or a little too short. After many try-ons, you accept that this brand is not for you. You never buy your first pair, let alone many pairs. And the brand lost a potential loyalist.<\/p>\n\n\n\n\n

It’s not enough to show a Black or brown face in an ad and consider it ground breaking or progressive.<\/blockquote>\n

One way to achieve customer loyalty is to make sure people feel included in what your brand is doing or selling, and to signal clearly that your products are made for them. In a recent study, nearly 80% of multicultural consumers say they seek out content that makes them feel connected with the people they identify with.1<\/p>\n\n\n\n\n\n

Two rows of five people icons, making 10 total. Eight of the people are shaded green, while two remain white. Nearly 80% of multicultural consumers say they seek out content that makes them feel connected with the people they identify with.<\/p>\n\n\n\n\n\n\n\n

\"Two<\/figure>\n\n

Think with Google<\/em><\/p>\n\n\n\n\n\n

Google\/Sparketing, U.S., YouTube Multicultural Marketing study, n=1,560 (n=500 gen. pop., n=306 Black, n=310 Latinx, n=301 Asian, n=318 LGBTQ+), U.S. people 18\u201354 who use YouTube a few times a month or more, Jan. 2021.<\/em><\/p>\n\n\n\n\n\n

\u201cIt\u2019s not enough to show a Black or brown face in an ad and consider it ground breaking or progressive. Customers want to see content that celebrates and normalizes positive portrayals of diversity,\u201d says D.J. Vaughn, Walmart associate director of multicultural media and content.<\/p>\n\n\n\n\n\n\n\n

In the U.S., where people from underrepresented communities make up 43% of the population, multiculturalism is obviously mainstream.2 Are you making sure that your jeans fit the diversity of experience represented in that category?<\/p>\n\n\n\n\n\n\n\n

Walmart and McDonald\u2019s are two brands that have led the way on inclusive messaging across cultural groups. Let\u2019s examine their strategies.<\/p>\n\n\n\n\n

Staying relevant during key cultural moments<\/h2>\n

Walmart has leaned into topics that were once ignored, because they matter to underrepresented communities.<\/p>\n\n\n\n\n\n

A recent study found that 1 of 3 things multicultural consumers want to see is authentic representation.3 To that end, Walmart has used YouTube to break the mold by supporting content that Black audiences relate to.<\/p>\n\n\n\n\n

You have to be intentional about your partnerships; it’s not just about who’s hot at the moment.<\/blockquote>\n

In 2019, it partnered with\u00a0<\/a><\/p>\n\n\n\n\nYouTube Black FanFest<\/u>\n

\u00a0as presenting sponsor to build brand affinity with Black millennial consumers through a cultural moment: the homecoming festivities for\u00a0<\/a><\/p>\n\n\n\n\nMorehouse<\/u>\n

\u00a0and\u00a0<\/a><\/p>\n\n\n\n\nSpelman<\/u>\n

, two prestigious historically Black colleges.<\/p>\n\n\n\n\n\n

The brand was present throughout the experience with custom on-site activations, multiple digital integrations, and the first ever co-branded masthead on YouTube. The headlining show was live streamed with snackable clips that followed. To date, those clips have garnered over 150,000 views and the live stream resulted in 2.26 million views \u2014 a 3,275% increase from the year prior.<\/p>\n\n\n\n\n\n\n\n

The momentum from that activation deepened through\u00a0<\/a><\/p>\n\n\n\n\nWalmart’s Storytime Series on YouTube<\/u>\n\n\n

Despite working with big names, Walmart is equally committed to elevating lesser-known but deserving talent. \u201cYou have to be intentional about your partnerships; it\u2019s not just about who\u2019s hot at the moment,\u201d according to Vaughn. Brands have the power to create audiences for new voices, whether those voices are behind the scenes or in the limelight, a huge opportunity for culturally engaged marketers.<\/p>\n\n\n\n\n\n\n\n

When asked what brands should consider when curating content on spaces like YouTube, Vaughn emphasizes that you can\u2019t just show up based on the news cycle. Brands with a consistent presence convey authenticity. And, he says, every activation needn\u2019t be a product push. It\u2019s OK, even beneficial, to focus a campaign on the community without intention to sell.<\/p>\n\n\n\n\n\n\n\n

Walmart will do just that through its next YouTube campaign,\u00a0<\/a><\/p>\n\n\n\n\nBlack & Unlimited<\/u>

Pivoting strategy to account for different audiences<\/h2>\n

McDonald\u2019s has a long history of programs and initiatives geared toward customers from culturally diverse communities. But in recent years, the fast food giant has shifted its paid strategy to ensure its campaigns not only resonate with multicultural audiences, but also show up on the channels that are most relevant and authentic to them.<\/p>\n\n\n\n\n\n

\u201cIf we want to engage our diverse fans in a meaningful and memorable way, we have to meet them where they are,\u201d says Sheila Hamilton, McDonald\u2019s director of media.<\/p>\n\n\n\n\n\n\n\n

Historically, McDonald\u2019s was highly sensitive to brand adjacency, implementing restrictive brand suitability settings across all YouTube campaigns. With a newfound focus on ensuring that its key messaging reflected the diversity of its consumer base, that had to change. In 2020, McDonald\u2019s launched its\u00a0<\/a><\/p>\n\n\n\n\n“Famous Orders” campaign<\/u>

McDonald’s spotted a disconnect in reaching consumers from culturally diverse communities and refined its brand safety measures to be more inclusive.<\/blockquote>\n

The campaign was a hit, but despite hip-hop being the fastest growing of the top three music genres (including pop and rock) in the U.S., that success didn\u2019t initially translate on YouTube.4 This was a puzzle. After all, the brand\u2019s digital initiatives were all about reaching consumers where they spend most of their time, and McDonald\u2019s research showed that YouTube captures a lot of that time on a significant scale.<\/p>\n\n\n\n\n\n

\u201cWe looked at brand safety measures and recognized that certain<\/p>\n\n\n\n\n

[measures]<\/p>\n\n

meant we weren\u2019t connecting with some of our audiences in places that were relevant and authentic for them,\u201d according to Hamilton.<\/p>\n\n\n\n\n\n\n\n

As it turned out, McDonald\u2019s had previously excluded rap content from its targeting parameters due to language and thematic concerns, which meant \u201cFamous Orders\u201d advertisements had no presence on the channels of collaborating music artists. McDonald\u2019s quickly spotted the disconnect in reaching multicultural consumers and refined its brand safety measures to be more inclusive.<\/p>\n\n\n\n\n\n\n\n

\u201cThere are just certain things that are inherent to our brand. Music is a key component and has been for years,\u201d says Hamilton. \u201cWe\u2019re really trying to do it in an authentic way.\u201d<\/p>\n\n\n\n\n\n\n\n

To that end, McDonald\u2019s collaborated with YouTube\u2019s sales team to develop a new strategy for inclusive media buying practices. By moving from restrictive buying practices to limited mode, the brand was able to maintain brand suitability while also amplifying its hip-hop strategy across YouTube. As a result, hip-hop music exclusions were reduced by 32% in a six-month period.<\/p>\n\n\n\n\n\n\n\n

As we can see with Walmart and McDonald\u2019s, advertisers have many options to connect with multicultural audiences \u2014 staying relevant during key moments, leveraging tools to inform targeting decisions, and, most of all, keeping these audiences top of mind when creating video content. With multicultural viewers leading the streaming demographic shift, McDonald\u2019s and Walmart have made YouTube the linchpin in their marketing plans and powerfully demonstrated how to engage beyond the norm.<\/p>\n\n\n\n\n\n\n\n

This article first appeared on\u00a0Think with Google<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Advertisers have many options to connect with multicultural audiences \u2014 staying relevant during key moments, leveraging tools to inform targeting decisions, and, most of all, keeping these audiences top of mind when creating video content.<\/p>\n","protected":false},"author":7,"featured_media":3686,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nHow McDonald\u2019s and Walmart Are Following the Demographic Shift on YouTube | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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