Drove Automotive Appeal Among Black Consumers

Global Automotive Company with $100 Billion in Revenue

How a world-leading automotive brand is applying Collage Group’s cultural insights to drive enhancements in advertising that improve cultural resonance.

Challenge

The SUV division of a major global automotive OEM was struggling to activate higher-income Black consumers. The Director of Insights wanted category-specific attitude and purchase behavior data to weave a consumer-centric story and inform the creative brief for their ad agency.

Jeep driving dirt road towards mountains

Solution

Using Collage Group’s proprietary cultural intelligence platform, the automaker infused the creative brief with key insights on the Cultural Traits of the Black segment which linked to category specific behaviors and details. The Director developed a powerful brief that grounded high-value product attributes in “the why” of underlying cultural and emotional factors, enabling the agency to produce Culturally Fluent content.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group’s cultural intelligence proved critical to improving the brand’s advertising. Collage data and tools enabled the Director to ground category insights in an understanding of the cultural traits of the target consumer. Specific steps included:

Category-level detail is a useful, practical starting point for engaging key demographics.

OBJECTIVE

Anchor strategy on Black consumer preferences for specific vehicle features.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials – Automotive provided a range of useful insights into attitudes and product trade-offs, revealing unique preferences for engine performance, styling, entertainment features, GPS, and Wi-Fi.

CONNECTING THE DOTS

Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

Deep cultural insights allowed brand leaders to interpret category-level detail into a broader strategy and application.

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