New York, NY – (September 18, 2019) – Abreakthrough new study that proves the incremental value of genuinelyreflecting culture in marketing creative was unveiled today by The Associationof National Advertisers’ (ANA) Alliance for Inclusive and MulticulturalMarketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) wasdeveloped by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™evaluatesadvertising creative in various categories and identifies the impact andeffectiveness of cultural insights in ads and programming on increased brand relevance,ad relevance, purchase intent lift, and loyalty.
“CIIM™points at the role that cultural insights play in forming deep consumer-brandconnections that lead to significant value creation," said Carlos Santiago,Co-Founder,AIMM andPresident, Santiago Solutions Group,who led the study team. "Genuinely mirroring cultural values, in the eyes of consumers,boosts their recall, interest, net promoter scores and purchase intent. Thesefindings present marketers with a paradigm shift as to how culture can optimizegrowth opportunities."
Releasedtoday, initial findings from CIIM™ - which included asurvey of 10,000 individuals across demographics including Hispanics,African-Americans, Asians, LGTBQ+, the Disabled community, and Non-HispanicWhite - found thatculturally-relevant ads are a key driver of brand affinity and purchase intent.
CIIM™ results revealed that consumers who perceiveads as culturally relevant, compared to those who do not, are:
· 1.5x more likely to learn more about thebrand;
· 2.8x more likely to recommend the brand toothers;
· 2.6x more likely to find the brand relevantto them;
· 3x more likely to find the ad relevant to them;
· 2.7x more likely to purchase a brand;
· 50% more likely to repurchase a brand they have bought in thepast.
Bob Liodice, CEO, Associationof National Advertisers, said, “ANA is extremely proud of AIMM and NBCU for therollout of CIIM. One of the cornerstones of ANA’s growth mission ismeasurement. The utilization of CIIM provides marketers and the industry with apowerful measurement tool that will enhance culturally relevant creative toengineer incremental brand and business growth.”
"AtNBCUniversal, we have always known the value of diversity and multiculturalrepresentation in advertising and media," said Laura Molen,President, Advertising Sales and Partnerships, NBCUniversal. "While we hear from marketersin every industry that reaching diverse and multicultural audiencesis critical, we partnered with AIMM to create CIIM™ to show the broader mediaand advertising community what we already experienced to be true: culturally-relevantcreative and environment drive real brand results."
Insights from CIIM™ will also fuel the launch of #SeeALL, a movement thatwill course-correct the issue of representation and illuminate growthopportunities for brands within multicultural segments. Together, CIIM™ and #SeeAllwill prove not only that culture matters, but that cultural relevance andinclusivity are good for both society and for business.
"People are thirsty forculturally relevant content and we have an obligation as marketers to followboth the head and the heart – to drive growth in our businesses and bringAmerica with us - that’s why AIMM is launching the #SeeALL movement within themarketing industry," said Tony Rogers, Chair, AIMM, and Chief Member Officer, Sam’s Club.
“Inclusionand authentic cultural representation are the right thing for our country; theright thing for our businesses and the right thing for the marketingcommunity,” said Michael Lacorazza, Founding Chair, AIMM, and Head of IntegratedMarketing, Wells Fargo.
In the coming months, AIMM, in partnership with NBCUniversal,will release the full scope of the results across all consumer segments. To make the findings actionable formarketers, CIIM™ will also be developing a baseline, norms for industry,segments, and individual CIIM™ scores available for creative assets provided byadvertisers. In 2020, the study will providelearnings on how culture impacts ROI. CIIM™ will serve as an actionable tool inguiding marketers, advertisers and the entertainment industry on how to bestreflect, understand and respect all consumers in order to drive profit andgrowth.
Foundedin 2016 as an arm of the ANA, comprised of 87 member corporations, advertisingagencies, media and research companies and trade associations representing over1000 brands, AIMM’s mission is to elevate Multicultural and Inclusive marketingto promote business growth in an increasingly diverse marketplace. AIMM has proven to be one of the boldestindustry reboots ever brought to the Multicultural marketplace, changing theway businesses drive growth.
NBCUniversalis one of the world’s leading media and entertainment companies in thedevelopment, production, and marketing of entertainment, news and informationto a global audience. NBCUniversal owns and operates a valuable portfolio of news andentertainment television networks, a premier motion picture company,significant television production operations, a leading television stations group,world-renowned theme parks, and a suite of leading Internet-based businesses.NBCUniversal is a division of Comcast Corporation.
The ANA (Association of National Advertisers)makes a difference for individuals, brands, and the industry by driving growth,advancing the interests of marketers, and promoting and protecting thewell-being of the marketing community. Founded in 1910, the ANA providesleadership that advances marketing excellence and shapes the future of theindustry. The ANA’s membership includes more than 1,600 companies andorganizations with 20,000 brands that engage almost 100,000 industryprofessionals and collectively spend or support more than $400 billion inmarketing and advertising annually. The membership is comprised of more than1,100 client-side marketers and nonprofit organizations as well as more than700 marketing solutions provider members, which include leading marketing datascience and technology suppliers, ad agencies, law firms, consultants, andvendors. Further enriching the ecosystem is the work of the nonprofit ANAEducational Foundation (AEF), which has the mission of enhancing theunderstanding of advertising and marketing within the academic and marketingcommunities.
Stay up to date with the latest multicultural marketing webinars, research, ebooks and news.