Effective Drivers of Culture

Culture Drives Business Growth

Accurate cultural representation…

Enhances Brand Perception

Lifts Purchase Intent

Increases Ad Effectiveness

Likeability

Cultural relevance is a major contributor to ad’s sales performance

CIIM Sales Attribution Validations

40%

60%

66%

34%

Phase 1

Phase 2

40%

60%

66%

34%

Phase 1

Phase 2

Cultural relevance (CIIM) combined with persuasiveness

Other campaign effectiveness factors

Phase 1: 2019 Attribution Data 16 ads from 8 Industry Categories Phase 2: N= 34 ads Including 6 Brands, 5 Industry Categories and 4 Segments. March 2021 – August 2021

All consumers want to be acknowledged and understood

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What brands should do

Portray consumers in a natural and authentic way that is not stereotypical or showing negative depictions

Be inclusive of many cultures and diversity within the same culture

Be inclusive of elders and portray them in a respectful manner

Be respectful of in-culture family interactions and rituals around food, preparing, and sharing cultural meals

Empower women

Portray diverse individuals in positions of power

Display positive messaging around aspirations, dreams, and the future

Specific to Hispanic Spanish Speakers…
 Pay attention to quality of language such as, expressions, accent, grammar, colloquialisms, etc.

Specific to Hispanic Spanish Speakers…
Ensure mannerisms are ‘in culture’

What brands ought not to do

Inauthentically represent consumers

Show insufficient representations of consumers

Brands, agencies, and creators can achieve optimized results for cultural relevancy, DE&I reflections, higher brand trust, and enhanced purchase intent