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