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Marketing Featured ANZ

Latest LGBTQIA+ data shows lack of visual representation in ANZ market

Sydney, Australia – Few days left for the observance of Pride Month this June, yet new data from LGBTQIA+ media advocacy organization GLAAD and visual communications company Getty Images shows how even developed regions, specifically in the ANZ region, have low or stereotypical representation among visual storytelling in their respective markets.

According to their findings, 30% of such visuals depict gay men as ‘feminine’ and 31% of such visuals depict lesbian women as ‘masculine’. They also noted that 36% of such visuals depict gay men as ‘flamboyant’ and 25% of such visuals depict LGBTQ+ people carrying the rainbow flag in some capacity.

Consumer-wise, while 8 in 10 ANZ consumers say they expect brands to be consistently committed to diversity and inclusion, only 4 in 10 feel accurately represented.

According to Kate Rourke, head of creative insights for Asia Pacific at Getty Images and iStock, Australian and New Zealand brands have a great opportunity to look beyond token opportunism, and create and use visuals that effectively reflect and speak to the LGBTQ+ community – without fear of backlash or to simply ‘tick a box’.

“Brands that continue to use cliched visual stereotypes to minimise risk of offending the more conversative customers, will do more harm in the long run. Our society is constantly evolving and changing. Our recent research also revealed that for Australians and New Zealanders the top way they know a company is truly committed to diversity and inclusion is by consistently showing a wide range of people, lifestyles, and cultures in their communications. Ignoring these cultural changes means they will lose out to their competitors in the long run,” Rouke stated.

That reliance has left some advertisers feeling hesitant when it comes to proactively depicting the LGBTQIA+ community in their campaigns and communications, especially outside of events like Mardi Gras. 

In response, Getty Images’ has recently released its ‘LGBTQIA+ Guidebook for Inclusive Visual Storytelling’ that gives brands and businesses practical recommendations for confidently making more inclusive visual choices when depicting the broader LGBTQIA+ community.

“Our hope for the Guidebook is to empower businesses to step up and depict the LGBTQIA+ community in authentic and thoughtful ways, rather than relying on often overused stereotypes. This can be as simple as choosing visuals of real LGBTQIA+ people in their daily lives such as walking a dog, going to school, at work, cooking, running errands, even grabbing a coffee or doing laundry,” Rourke added.

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Marketing Featured Southeast Asia

MY-based fashion label Mimpikita appoints martech elfo as marketing agency

Kuala Lumpur, Malaysia – Mimpikita, a local-based modest fashion label, has appointed martech company elfo in elevating its digital advertising and performance marketing initiatives.

Through the one-year partnership, elfo will be executing year-long bite-sized campaigns for Mimpikita to streamline and amplify its brand identity, as well as to align with the modest fashion label’s goals to be inclusive and provide meaningful experiences to its community known as #KitaGirls.

Furthermore, elfo will be running campaigns hand-in-hand with Mimpikita’s planned collections for the year. The campaigns, which will be deployed across all digital touchpoints – website, social media, email, conversational bot – are expected to build and uplift a Mimpikita community built on inclusivity, empowerment, and universal acceptance.

Mimpikita, originally founded by three sisters – Nurul, Amirah, and Syahira Zulkifli – has been in the fashion industry for more than 12 years, and has since then garnered a ‘local cult based on bespoke ready-to-wear pieces’, according to Rose Maria Bague, senior account manager at elfo.

“What we can bring to the table is our expertise in helping brands and businesses establish a solid brand identity and increase overall share of voice (SOV), by providing Mimpikita with brand consulting, performance optimization across all of its digital channels, and lead-generation campaigns,” Bague stated.

Meanwhile, Sri Yosephin, head at elfo, stated that their contribution to Mimpikita is part of the fashion brand’s aspiration to expand globally, as their fashion pieces have been prominently featured at the Kuala Lumpur Fashion Week and had intimate collaborations with other local designers.

From left to right – Syahira, Nurul, Amirah Zulkifli, Co-Founders of Mimpikita

“Our service offerings for Mimpikita are part of a bigger plan for this modest fashion label to go global. Besides harnessing our digital marketing expertise, we are also utilizing elfo’s proprietary digital platforms such as elfoMAP (an email marketing automation platform), elfoA2P (an application-to-person messaging platform), and soon, elfoBOT (an intuitive chatbot), to complement and enable our strategic campaigns for Mimpikita,” Yosephin explained.

For one of the founders, Nurul Zulkifli, their recent partnership with elfo will center on keeping their values with the #KitaGirls community, regardless of progress and expansion.

“As we continue to evolve and expand with the help of elfo, designing carefully crafted pieces for the everyday woman will still be at the heart of Mimpikita. Our wish is to build an inclusive community, to inspire women all over the world with our casualwear,” she added.