Case Study: Citizen achieves more inclusive influencer marketing with Citizen Relations

Citizen advances inclusive influencer marketing with Citizen Relations using insights from 2,242 consumers

Citizen Relations conducted a study for Citizen to address the challenge of making influencer marketing more inclusive and authentic. The customer, a global communications agency, found that while influencer marketing is a key strategy for reaching consumers, many brands were struggling to build genuine relationships with ethnically diverse audiences and influencers, risking criticism for being tokenistic and missing out on fast-growing consumer segments.

The solution was the creation of the Citizen Inclusive Influencer Index, a comprehensive research initiative that surveyed nearly 2500 ethnically diverse consumers and held focus groups with diverse influencers in the US and Canada. The study revealed four cornerstones for success: connections, channels, content, and commitment. This provided actionable insights for developing more effective and authentic campaigns. As a result, Citizen Relations was able to establish itself as a leader in inclusive marketing, creating new internal benchmarks for pay equity and representation, and providing a proven framework for brands to connect with diverse communities authentically.

Citizen