GlobalHue presents: The New Asian American Market

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christine huang

My presentation for ad:tech sf 2010 on digital opportunities in the Asian-American market.

Business

The New Asian-American Market Christine Huang Head of Cultural Trends GlobalHue

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The Picture is Always Getting More Complex…

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Inspiration: Chrysler Sebring For Chrysler, GlobalHue created an integrated campaign to introduce the new, tech-enhanced Sebring to Asian-American audiences. GH’s campaign consisted of a strategy encompassing multiple consumer touch points with both display and integrated media. The campaign included tactical homepage display on major in-language and mainstream news and finance sites as well as TV, Print, and events. Microsites devoted to specific targets were created (Chrysler.com/Indian; Chryler.com/Chinese) with respective in-language information Results : Chrysler Sebring Campaign results showed higher growth in the Asian market than those of non-Asian market. • Non-Asian Sebring Unit Sales Increase: 163%+ (Feb 2006 vs. Feb 2007) • Asian Sebring Unit Sales Increase: 280%+ (Feb 2006 vs. Feb 2007) • Multicultural share trended better than non-multicultural share for 06-07.

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Thoughtstarters And finally: what is the Asian-American experience today? What is the Asian American cultural narrative?

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Scott Oki , Microsoft's former senior vice-president of sales and marketing ASIAN AMERICAN EXPERIENCE: NOW Taiwan-born Jerry Yang, former CEO of Yahoo! Hawaii-born Guy Kawasaki, VC Entrepreneur, Stanford Business Professor Sanjay Gupta, CNN Health expert and neurosurgeon

Andrea Jung, CEO of Avon Beauty Products ASIAN AMERICAN EXPERIENCE: NOW Amy Tan, author and literary scholar Anna Sui, Chinese American fashion designer Maya Lin, architect and public artist

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GlobalHue presents: The New Asian American Market

1. The New Asian-American Market Christine Huang Head of Cultural Trends GlobalHue

4. Overview: Acculturation Spectrum w/in an Asian Family Early Adopters Translation Bridge Brand Pushers More Confidence Traditional Entrepreneurial Comfortable with global brands Co-signer 2 nd Gen. U.S. Born 1.5 Generation Foreign born, but immigrated at an early age Skews Youth/Young Adults 1 st Generation Foreign Born Skews Older/Parents } }

6. The Picture is Always Getting More Complex…

10. Inspiration: Chrysler Sebring For Chrysler, GlobalHue created an integrated campaign to introduce the new, tech-enhanced Sebring to Asian-American audiences. GH’s campaign consisted of a strategy encompassing multiple consumer touch points with both display and integrated media. The campaign included tactical homepage display on major in-language and mainstream news and finance sites as well as TV, Print, and events. Microsites devoted to specific targets were created (Chrysler.com/Indian; Chryler.com/Chinese) with respective in-language information Results : Chrysler Sebring Campaign results showed higher growth in the Asian market than those of non-Asian market. • Non-Asian Sebring Unit Sales Increase: 163%+ (Feb 2006 vs. Feb 2007) • Asian Sebring Unit Sales Increase: 280%+ (Feb 2006 vs. Feb 2007) • Multicultural share trended better than non-multicultural share for 06-07.

11.

12.

13.

14.

15. Thoughtstarters And finally: what is the Asian-American experience today? What is the Asian American cultural narrative?

16. “… But where are you really from?”

17. “… .But where are you really from?”

18.

19.

20.

21.

22. Scott Oki , Microsoft's former senior vice-president of sales and marketing ASIAN AMERICAN EXPERIENCE: NOW Taiwan-born Jerry Yang, former CEO of Yahoo! Hawaii-born Guy Kawasaki, VC Entrepreneur, Stanford Business Professor Sanjay Gupta, CNN Health expert and neurosurgeon

23. Andrea Jung, CEO of Avon Beauty Products ASIAN AMERICAN EXPERIENCE: NOW Amy Tan, author and literary scholar Anna Sui, Chinese American fashion designer Maya Lin, architect and public artist

24.

25.

Notes de l'éditeur

Indians, Chinese, and Filipinos are the largest Asian ethnic groups immigrating to the United States. Via census estimates from 2008 Buying power With spending clout that already exceeds $427 billion per annum, the 15 million Asian-American consumers in the U.S. represent a population that is larger and more prosperous than most European states, including Austria, Belgium, Denmark, Finland, Greece,
eMarketer ; nielsen; Pew
Via Neilsen, 2009 Multicultural report We attribute the popularity of LinkedIn and Twitter among Asian Americans to higher income levels and technology adoption. Data via 2009 Multicultural Marketing Study by the Center for Hispanic Marketing Communication at Florida State University, DMS Research, and Captura Group. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118694
Via Neilsen, 2009 Multicultural report We attribute the popularity of LinkedIn and Twitter among Asian Americans to higher income levels and technology adoption. Data via 2009 Multicultural Marketing Study by the Center for Hispanic Marketing Communication at Florida State University, DMS Research, and Captura Group. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118694
AsianWeek.com, Chinagate.com, Eastwestmagazine.com, Goldsea.com, KoreaTimes.com, LittleIndia.com
through an interactive scroll bar that allowed visitors to view the car's interior and exterior, get specs on the gear, and read about the making of the car http://www.womma.org/casestudy/examples/archive-2008/unilever-axe-ride/
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GlobalHue presents: The New Asian American Market

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Notes de l'éditeur