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Learn how the world’s leading brands are applying Collage Group’s cultural insights to drive enhancements in advertising that improve cultural resonance.
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.
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.
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.
Anchor strategy on Black consumer preferences for specific vehicle features.
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.
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.
CultureRate Analyses of the brand and recent ads revealed major weakness in brand appeal to Black consumers. These consumers were not attaching to the brand’s legacy appeal to Millennial and Gen X White consumers enthusiastic about the great outdoors.
2. Map the geography of Black experience.
Webinars and Presentations on Black Passion Points revealed specific activities including sports, travel and fashion preferences that would inform creative decision-making.
The Director was able to develop a powerful creative brief.
Instead of relying on a litany of disconnected insights into vehicle feature preferences of Black consumers, she developed a framework for a clean narrative with the following elements:
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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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