Why culture matters
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
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