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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Whether you are targeting across all consumer segments, working to resonate with multicultural consumers generally, or targeting a specific race or ethnicity, our on-demand research presentation covers the bases on what works and why in ads–and provides examples from the brands that are winning in each case.
December 9, 2022
Victor Paredes – Executive Director of Cultural Strategy
CultureRate:Ad provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their ads. In combination with its sister product, CultureRate:Brand, CultureRate: Ad helps brands become more culturally fluent, a capability crucial to future growth as American consumers become more responsive to multicultural themes, representation, and stories.
Fill out the form for our on-demand webinar and downloadable research deck.
At Collage Group, we measure the Cultural Fluency of ads by gauging consumer sentiment across key dimensions: Brand Fit, Relevance, Message and Enjoyment. These dimensions are weighed and combined to create the Ad Cultural Fluency Quotient (A-CFQ) score. The A-CFQ score gives members crucial insights into their brand’s resonance across multiple consumer segments, as well as where to focus strategies for improvement. The measure was designed to optimally balance cultural resonance with predictive power to drive brand favorability.
In our latest research, we call out key lessons from winning brands and ads to guide you as you plan your marketing campaigns into 2023. CultureRate:Ad data analyses convincingly reveal that culturally fluent advertising featuring a specific segment can and will resonate across broader audiences if done in an authentic, relatable way.
As you engage with young multicultural consumers through your cross-cultural advertising, our key takeaways and action steps include:
Watch the on-demand webinar for more examples of executing on each action step.
Don’t get trapped by the false “trade-off” that implies investment in culturally targeted ads for specific segments comes at the expense of general market impact. Winning brand leaders now understand that culturally targeted ads can leverage powerful halo effects that can reach the general market without compromising segment-specific nuance. Use CultureRate to take control of your message and learn how to tell culturally authentic stories that work with all segments.
Contact us to learn more about how you can drive authenticity and engagement among diverse consumers with access to our Cultural Intelligence Platform.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
Motivating Diverse Consumers & Avoiding Backlash in America Now: A Year in Review
Join us for a special year-in-review, complimentary webinar that shares insights that spotlight what diverse America wants from brands on the issues that matter, and what you can do to succeed in this environment.
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