The term diaspora is used to describe population movement or individual identity based on a perceived “homeland.” Marketing campaigns driven by landed identities can be used to reach out to specific audiences. At the same time, they are a way of bringing attention to a product – feeding into extended social networks. St Patrick’s Day advertising by Guinness is the archetypal example of an inclusive diaspora based campaign.
Newcastle Brown used the American War of Independence as inspiration for its #IfWeWon campaign. It repackaged July 3rd as Independence Eve. The comedian Stephen Merchant even appeared on YouTube in a video pointing out what might have been if America had become Great Britain 2.
The Newcastle Brown campaign was the brain child of Droga5 – a Manhattan based advertising company founded in 2006. Its creative direction is headed by the Australian executive David Droga. The Coca Cola Company and UNICEF have also worked with Droga5.
Diaspora based marketing is more relevant than it has ever been. Information and communication technologies (ICT) have changed the way people communicate with each other. They have increased the rate at which information is produced and distributed.
Nirmalya Kumar and Jan-Benedict E.M. Steenkamp linked ICT based changes to a globally mobile workforce in a study published by Harvard Business Review, October 2013. The Globe: Diaspora Marketing points out that it has never been easier to carry a culture with you. It also suggests diaspora marketing can be an equalising force for small advertising firms looking to attract the same clients as larger competitors.