Cultural Insights Impact Measure™ (CIIM™)

About CIIM™

CIIM™ (Cultural Insights Impact Measure™) is a new metric that identifies the impact and effectiveness of cultural insights in ads and programming and how these have the potential to affect sales lift.

Created in partnership with NBCUniversal and AIMM member companies, AIMM’s CIIM™ evaluates advertising creative in various categories. 

Scores attributed to creative and programming tested will be based on a 100 index, with the intent to gauge the extent in which culture may lift brand growth against an overall industry norm.

**To view information regarding CIIM™ shared at the ANA's 2019 Multicultural & Diversity Conference, CLICK HERE**

Description and Categories

  • African American
  • Asian/Chinese/Mandarin English
  • Asian/Chinese/Mandarin
  • Disability inclusive
  • Disability storyline
  • Hispanic English
  • Hispanic Spanish
  • General Market
  • LGBTQ storyline
  • LGBTQ inclusive
  • Food & Beverage
  • CPG Hygiene & Beauty 
  • Alcoholic Beverage 
  • CPG Other 
  • Automotive
  • Services 
  • Causes
  • Retail 
  • Restaurant 
  • Communications/Connectivity

Participating Brands

Automotive

BMW
Ford
Toyota
Nissan
Lexus
Acura

Food & Beverage

Pepsi
Pop Tarts
Pringles
Stouffer’s
Nestle Toll House
Nestle Media Crema
Yoplait
Coffee-mate
Cheerios
Pepsico
Lactaid
Sparkling ICE

Alcoholic Beverage

Budweiser
Bud Light
Michelob Ultra
Sol Cerveza

Connectivity

Verizon
Google
Sprint

Services

American Family Insurance
Wells Fargo
Kaiser Permanente
Allstate
Chase
StateFarm
Nationwide
Citi
USAA
Cigna
Eastern Bank

CPG Hygiene & Beauty

J&J Baby
Neutrogena
Olay
Secret
Aveeno
Head & Shoulders
Ulta
Gillette
Pantene
Tide
Listerine
Old Spice

CPG Other

Gilead
Tide
Motrin
Tylenol
Glad
Kingsford
Zyrtec
Acuvue

Causes

McDonald's
City of Hope
St. Jude Children’s Research Hospital
AARP
Southern New Hampshire University
Ad Council

Retail

Walmart
Target

Restaurant

Denny’s
McDonald’s
No logos found.

Test Cells

Culture Test Cells

  • 1A. Segment specific with embedded cultural nuances made for endemic media.
  • 1B. Segment specific campaign with embedded cultural nuances for general media.
  • 2A. Targeted in-language segment specific campaign with cultural nuances. 
  • 3B. General market campaign with some multicultural nuances made for general media. 

Non-Culture Cells

  • 2B. General market campaign that is adapted/transcreated for specific multicultural segment. 
  • 3A. General market campaign with universal truths made for general media. 
  • 3C. General market campaign with diverse casting no cultural nuances that is made for general media. 
  • 3D. General market campaign without diverse casting and no cultural nuances made for general media.

Results

Sample ads rated among top 25% percentile CIIM™ scores:

Anheuser-Busch - Bud Light // "Impact"

Cigna // "Social Influencer Video / Candace Parker"

Citi // "Moved"

Denny's // "I See You"

Google // "Love Liberates"

Google // "Sports Anthem"

Lexus // "Marvel Studies / Black Panther"

Nestle - Stouffers // "What Are You Hungry For"

P&G - Gillette // "Nothing Comes Easy"

P&G - Head and Shoulders // "Respect For The Crown"

P&G - Olay // "Face Anything"

P&G - Pantene // "Gold Series"

Walmart // "No Sweat"

Wells Fargo // "Beauty Guru"

Coming Soon!
AIMM is currently conducting an augment of CIIM to test, for the first time, the impact of cultural relevance among Asian Chinese Mandarin consumers.
The CIIM Asian Chinese Mandarin wave including the segment's Best-In-Culture Top 25 Percentile ads is scheduled to be released in late January - early February 2020.


SPANISH DOMINANT, HISPANIC BILINGUAL, HISPANIC TOTAL & ENGLISH DOMINANT: Pepsi // "Leguizamo"

SPANISH DOMINANT, HISPANIC BILINGUAL & HISPANIC TOTAL: AARP & Ad Council // "Heroes"

SPANISH DOMINANT, HISPANIC BILINGUAL & HISPANIC TOTAL: Cigna // “Anyone Can Play Doctor – Mom”

SPANISH DOMINANT, HISPANIC BILINGUAL & HISPANIC TOTAL: Denny's // "Nos Vemos En Denny's"

SPANISH DOMINANT, HISPANIC BILINGUAL & HISPANIC TOTAL: Lexus // "Misión: Posible"

SPANISH DOMINANT, HISPANIC BILINGUAL & HISPANIC TOTAL: McDonald's // "HACER Scholarship Program"

SPANISH DOMINANT, HISPANIC BILINGUAL & HISPANIC TOTAL: St. Jude // "Thanks and Giving"

SPANISH DOMINANT: Wells Fargo // "Hispanic Anthem"

HISPANIC BILINGUAL, HISPANIC TOTAL & ENGLISH DOMINANT: Google // "Girls Can Anthem"

HISPANIC BILINGUAL, HISPANIC TOTAL & ENGLISH DOMINANT: Walmart // "Never - Anthem"

HISPANIC BILINGUAL & HISPANIC TOTAL: Ford // "Orange Grove"

HISPANIC BILINGUAL & HISPANIC TOTAL: General Mills // "Soccer"

HISPANIC BILINGUAL & HISPANIC TOTAL: Kingsford // "Champions"

HISPANIC BILINGUAL & HISPANIC TOTAL: McDonald's // "Quinceanera"

HISPANIC BILINGUAL & HISPANIC TOTAL: Nestle - Media Crema // "Toque Especial de tus Platillos"

HISPANIC BILINGUAL & HISPANIC TOTAL: Nestle - Tollhouse Cookie Dough // "El mejor Nido"

HISPANIC BILINGUAL & HISPANIC TOTAL: State Farm // "Dreams"

HISPANIC BILINGUAL & HISPANIC TOTAL: Target // "Back-to-School - Siquitibum"

HISPANIC BILINGUAL & HISPANIC TOTAL: Toyota // "Minority Anthem"

HISPANIC BILINGUAL & HISPANIC TOTAL: Walmart // "Enciende la Cocina - Summer Meals"

HISPANIC BILINGUAL & HISPANIC TOTAL: Walmart // "Superheroes Back to School"

HISPANIC BILINGUAL: Target // "Un Hogar Para Las Fiesta"

HISPANIC BILINGUAL: Walmart // "Mother's Day"

HISPANIC TOTAL: Kelloggs - Poptarts // "Tres Palabras"

ENGLISH DOMINANT: Nationwide // "Building a Legacy"

Ad Council // "Love Has No Labels"

P&G - Gillette // "Shaving"

Ulta Beauty // "Beautiful Possibilities"

Ad Council // "Love Has No Labels"

Google // "Girls Can Anthem"

Google // "Love Liberates"

Google // "Sports Anthem"

P&G - Olay // "Face Anything"

SNHU // "Stand Up"

USAA // "Army Navy - Eligibility"

Walmart // "Fight Hunger"

Walmart // "Mother's Day"

CIIM™ Research Request

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