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A proprietary annual accessible marketing report released by dozanü innovations
In 2023, several brands showcased exemplary practices in accessible marketing. We can draw inspiration from these brands that successfully integrated representation, authenticity, and inclusivity into their messaging. Congratulations to Warner Bros., MAX, AT&T, Gallaudet University, Dove, Victoria’s Secret and LEGO for making the cut for dozanü innovations’ SOAM 2024 Report.
Read the summary of SOAM 2024 Report below.
A Barbie poster showcases the refined outline of person’s facial features, boldly declaring, “This Barbie is Limited Edition” and urging you to “Own it now” with confidence.
Campaign: “Barbie” the movie
Warner Bros.’ “Barbie” movie campaign revolutionized film marketing, propelling it to a billion-dollar success in 17 days. Through strategic social media engagement, influencer collaborations, and diverse partnerships, the campaign not only showcased cinematic brilliance but also set a groundbreaking precedent for inclusivity in the industry.
Accessible marketing score:
Campaign: 5G-Connected Football Helmet
AT&T and Gallaudet University introduced a groundbreaking 5G-connected football helmet, enhancing communication for deaf athletes and marking a major breakthrough in sports inclusivity. While celebrated for its transformative impact, there are awesome opportunities for broader community engagement and enhanced digital integration in the campaign.
Accessible Marketing Score:
Blue and white 5G football helmet featuring the AT&T logo.
Six women turning away from the camera, walking off-screen to emphasize the message that no filter should dictate how you should look.
Campaign: #TurnYourBack
Dove’s #TurnYourBack campaign challenges harmful beauty standards perpetuated by digital distortions, urging individuals to reject filters and embrace authentic beauty. With a focus on combating distorted perceptions, the campaign rapidly gained traction, amassing over 365 million views in just seven days.
Accessible Marketing Score:
Campaign: Adaptive Fashion
Victoria’s Secret’s adaptive intimates campaign unveiled an adaptive intimates collection during New York Fashion Week. Through strategic partnerships and a commitment to diverse representation, the campaign positions the brand as a trailblazer in accessible marketing within the fashion landscape.
Accessible Marketing Score:
A Latin female, gracefully adorned in black Victoria’s Secret dress, seated in a wheelchair, embodying elegance and confidence.
Two LEGO characters, each with unique differences, embodying diversity and inclusivity within the LEGO universe.
Campaign: LEGO Friends Universe
LEGO breaks new ground with its reimagined Friends universe, with diverse characters that reflect the real-world experiences of today’s children. This approach, informed by extensive research and collaboration, positions LEGO as an example in creating a more representative and engaging toy industry.
Accessible Marketing Score:
SOAM 2024 Virtual Plaque
Congratulations to the five remarkable campaigns featured in our 2024 State of Accessible Marketing Report for embodying the essence of authenticity, inclusivity, and universal resonance last year. This year’s marketing landscape witnesses a significant shift, highlighting the importance of diversity, while our ten-point evaluation criteria establish a benchmark for assessing authenticity and inclusivity. As we move forward, the call for inclusivity becomes more urgent, urging brands to prioritize accessibility as a pivotal factor in shaping the future of marketing.
You could be recognized in next year’s report!
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“State of Accessible Marketing in 2023 Report + Checklists”
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