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.

VIEW: CIIM™ Shows - How does Culture Impact Programming Choices, Feb 2020

VIEW: CIIM™ at the ANA's 2019 Multicultural & Diversity Conference, Nov 2019

Click here to view all infographics

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"

FAQ's

What is CIIM?

Cultural Insights Impact Measure (CIIM), is a leading metric that validates the impact and effectiveness of cultural insights in ads and programming, making a direct correlation between cultural relevancy and business performance -ad effectiveness and purchase intent.

What is the objective of CIIM?

Determine the extent to which culture in ads and programming may lift brand growth.

Why is CIIM important?

According to ANA-AIMM's 2018 Multicultural & Total Market Benchmark survey, while about 70% of marketers advertise to an MC&I segment, only 1 in 8 (16%) embeded cultural nuances in their communications approaches -clearly indicating the value of culture in advertising remains unknown. On the other hand, according to a global IPSOS study, 63% of people don't see themselves reflected in ads and 60% don’t see their community of friends, family and acquaintances represented accurately. Having companies understand how well their ads are resonating with segments via the impact of culture will give them the ability to maximize connections and impact growth.

What cultural drivers does CIIM consider?

Acknowledgement and inclusion; respect of cultures; cultural values; cultural pride; authentic portrayals; positive role models; and celebration of culture among others.

What type of creative units can be tested?

CIIM™ is 100% media agnostic. Marketers may test video, social media, audio, print, OOH. Advertisers are pre-testing semi-final ads (animatics to rough-cuts) as well as final campaigns to be aired or in the air.

What type of creatives are being tested?

Many brands are testing the cultural relevancy of their General Market campaigns, contrasting the relevancy of creative with diverse casting without MC cultural nuances against targeted, more ganuine and culturally-rich depictions of MC&I segments to understand how to optimize relevance and purchase intent in the future. Other brands are testing all their MC&I segmented efforts.

What is considered an “Ad”? Is it a single unit? Can it be a compilation of all creative associated with a campaign?

An ad is a single ad unit of exposure (stimuli) for a brand. A campaign with several separate ads would be not be considered a single unit. The exception would be a Social Media posting that leads to a video and an engagement screen where several of these could be animated to complete a single exposure in :30 seconds or less. Keep in mind that the consumer needs to evaluate ad effectiveness and cultural attributes, thus, a full campaign with several ads would not lead to a precise single score.

What is the methodology for CIIM?

Every ad is 'forced' exposed to 200-260 participants (depending on language and type of creative) who pass a specific screener. Every ad is tested against a primary target sample of 100 and a control group of 100-160 (except in-language efforts) so that for every ad, CIIM scores can be generated for WNH, African American, Hispanic, and Total Market. The ad measures standard industry questionn on ad effectiveness and a proprietary cultural relevance algorithm. Ads are not show in context of shows as this may biased the perception of the evaluation of the ad.

What segments are included?

African American, Asian English, Asian Native Languages, Hispanic English, Hispanic Bilingual, Hispanic Spanish, General Pop, LGBTQ, People with Disabilities, Non-Hispanic White

What industries are represented?

All industries are represented, including but not limited to: Food, Beverage, CPG, Alcoholic Beverage, Automotive, Banking, Financial Services, Auto/Home Insurance Health Insurance, Causes, Retail, Restaurants. Telecom/Connectivity.

Is the CIIM algorithm proprietaty?

Yes, the testing algorithm is proprietary.

What is the submission process?

Please request submission form by clicking here. You may submit your completed forms with the downloadable digital links to Sofia@santiagosolutionsgroup.com

When can ads be submitted?

CIIM is open for testing on a rolling basis. ads are tested in groups of 5 or more and there could be a wait for smaller segments.

In what format do ads need to be submitted?

Please submit digital links of videos that can be downloadable per the submission form.

What is the turnaround time for testing?

The turnaround is typically 2-3 weeks and could be a little more for specialized segments. Every ad in English will receive a CIIM score for WNH, Hispanic English, African American and Total Market.

Can non-AIMM members submit ads?

Yes, non- AIMM members can submit ads for testing. Prices will be 40% higher than published rates for members.

Is qualitative feedback offered along with the quantitative score?

There isn’t a qualitative component in the standard CIIM testing as respondents evaluate ad units. If a qualitative component is desired, it can be programmed at an extra fee and fielded and we can pass the open-ends to the advertiser for further analysis or we can also price out a contextual analysis.

How does CIIM apply to Advertisers/Client-side marketers?

CIIM can be used to set brand performance standards across all creative and media in order to track progress over time.

How does CIIM apply to Agencies?

CIIM can be leveraged to drive improvements in cultural relevance and ad effectives KPIs. Creative executions can be tested at any stage in the process, allowing brands to make changes if/when necessary before going to market

How does CIIM apply to Media Planners?

CIIM content scores can be incorporated in plannig to balance reach and frequency with quality cultural connection. Through CIIM tested spots and CIIM tested scores, planners can place the right ad in the right program in order to maximize purchase intent and even ROI

How does CIIM apply to Media Networks and Content Developers?

CIIM can help increase quality of context connection with Multicultural and Inclusive audiences by developing characters and storylines that authentically reflect MC and diverse audiences.

Will scores remain proprietary?

- Individual CIIM scores will only be shared and disclosed to entity who submitted ad.

- Aggregated results in the form of norms will be shared with AIMM and marketing trade in study findings, webinars, meetings, conferences.

- Best In Class ads will be invited to disclose their ads and results and only shared publicly with a written agreement.

- Any Sector/category/sub-group results will be shared in aggregate when 5+ ads are in a group so as to protect proprietary nature of scores/results.

- All names and logos of companies/brands submitting ads will be disclosed in AIMM material and presentations.

Would a submission of an in-culture or ad in Spanish be meaningful for the study if it didn’t have a GM ad for comparison?

A direct non-cultural GM comparison is recommended but not essential for each submission. Advertisers will get their score versus aggregated norms from other submissions.

How will specific brand names be mentioned or masked in final reports released either internally to AIMM members or externally?

- Individual CIIM scores will only be shared and disclosed to the entity who submitted the ad unit.

- Aggregated results will be shared with AIMM, CIIM users and marketing trade in study findings, webinars, meetings, conferences.

- Any industry sector/category/sub-group results/norms will be shared in aggregate when 5+ ads are in a group so as to protect proprietary nature of brands.

- Brand names in study charts will be masked at all times unless brands have given written prior approval.

- Any public list of brands CIIM tested for educational/promotional purposes will only reflect brands that have given written permission to use their logos in our material.

- Best-In-Culture ads/case studies may be invited to disclose their ads and/or quartiles/or scores but only will be shared after written permission is given.

Is CIIM for U.S. based ads only?

CIIM is U.S. based ads only for now altough the algorithm is applicable on a global scale so we expect to invite international creative to test their spots soon

CIIM™ Research Request

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