Eastward Media

At a time when authentic ity and inclusion are more important than ever, brands are starting to realize that a multicultural agency may just be what they need to meet their strategic objectives. These agencies do more than translate words — they interpret culture, voice, and perspective in an effort to connect campaigns deeply with varying audiences. The demographic map is changing fast. Millennial and Gen Z consumers hail from diverse cultural backgrounds and demand to see themselves reflected in advertising and marketing. A multicultural agency is skilled at developing a campaign that feels representative and culturally relevant, enabling brands to connect the dots between intention and the reception of a campaign. That is what makes a multicultural agency stand  out, dealing with realities of different groups. That is, language, social value, traditions and behavioral trends that usually are isolated to the mainstream marketing. By partnering with influencers that mirror the aud...

In the rapidly changing world of digital marketing, few products have disrupted consumer habits in China as much as Re dnote . Dubbed globally as the “little red book,” or Xiaohongshu in Chinese, Rednote has become an amalgam of social media and e-commerce, creating a special channel for brands to penetrate the hearts — and purses — of China’s young and rich. What makes Rednote different is the smooth merger of lifestyle content and commerce features. It’s not enough for users to simply scroll through content — they’re discovering, engaging and buying in the span of one scroll. So, it is a much powerful weapon for marketers when it comes to creating trust in the brand with original user-generated content. In comparison to ordinary advertisements, content on Rednote is all about relatability and peer influence, which is the perfect place for word-of-mouth marketing. The platform’s demographic is the perfect draw: urban, trend-savvy women between 18 and 35 who are adventurous about beaut...