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Measuring the Cultural Fluency of USA Today’s “National Brand Statement” on Black Lives Matter.

Measuring the Cultural Fluency of USA Today’s “National Brand Statement” on Black Lives Matter.
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In our latest round of ad testing using AdRate, we focused on USA Today’s “National Brand Statement” on Black Lives Matter.

In this video, USA Today takes a clear stance on the issue of racial injustice. The plain black screen starts out with just one name – George Floyd. In a matter of seconds, the screen populates with names of other Black Americans that have unjustly lost their lives, and in the background, voices of protesters grow increasingly loud. The spot concludes with an explicit message: “Silence is not an option.”

Screenshot of USA Today's Response to Black Lives Matter

USA Today’s poignant ad did not cross the resonance threshold with everyone, but it was a clear winner for the Black segment. It was the highest performing media/telecom ad for Black consumers, with an A-CFQ score of 80. This ad joins a very small elite group of ads that can provoke that level of connection (Head & Shoulders “Royal Oils: BET Black History Month” and Coca-Cola “History Shakers”).

The top performing feature of this ad was the message. And while it’s sobering, about half of all respondents appreciate the message and say it was their favorite feature of the ad. On top of that, 72% of all viewers, and 81% of Black viewers, agree that it’s an important message. This was higher than any other ad in the study. Black respondents shared that they love the solidarity from USA Today supporting Black Lives Matter.

USA Today’s ad is unique in evoking an array of emotions. While many ads tend to cluster around one emotion, here the data is more fragmented across emotions, which would be expected given the sensitivity around the topic. Even still, feeling proud is the highest reported emotion, and this is especially true among Black viewers at 31%.

USA Today not only took a definitive stance on this issue – they went all in. They used explicit language to name and remember the Black Americans whose lives have been taken unjustly. They expressly referenced Black Lives Matter. And they made a clear assertion that staying silent on the issue is harmful. This course of action was powerful in both supporting and connecting with Black Americans.

To learn more about BrandRate, Cultural Fluency or Ad Testing, fill out the form below.

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Measuring the Cultural Fluency of Ads: Home Care

Measuring the Cultural Fluency of Ads: Home Care
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In this AdRate study, we had the opportunity to test a recent ad by Lysol, “Questions Need Answers,” released in July 2020.

Amidst these uncertain times, Lysol’s ad aims to answer people’s common questions about how and where they can use Lysol disinfecting products.

The ad creatively displays the questions as if someone typed them into an internet search engine and shows people all the unlikely places they can use Lysol – including game controllers, packages, couches, and laptops. And it was a hit! This was one of the highest-performing home care ads of the set, resonating with all four consumer segments – Hispanic, Black, Asian, and White – with an A-CFQ score of 75 or higher for each group. And this ad ranked within the top two for each segment.

The top performing features of this ad were the message and visuals. And a whopping 80% of consumers agreed that this ad has an important message – higher than any other home care ad tested. This ad does a great job of capturing people’s attention in a relatable way – typing questions into a search bar – even ones that may seem a little outlandish! And viewers seem to like the format of learning about the product this way.

Lysol’s ad clearly and effectively communicated the value of their products, mitigating viewer confusion. The ad’s confident tone resulted in high rates of positive emotions across segments, like happiness, excitement, and pride.

Interested in seeing this study applied to your business?  We offer all Collage Group members a free detailed mini-report on one ad and one brand for each membership subscription (Latinum and GenYZ). Members may obtain more reports on any ad or brand at an additional cost.

For membership inquiries, demos, or questions, please fill out the contact form below. 

 

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Measuring the Cultural Fluency of Ads: Alcoholic Beverages

Measuring the Cultural Fluency of Heineken
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In this AdRate study we had the opportunity to test a recent ad by Heineken, “Connections”. The ad reflects how people can stay connected to one another while quarantined during the COVID-19 pandemic. And it touches on the ups and downs of physically-distanced socializing. The ad was a hit! It resonated across all multicultural consumer segments — Hispanic, Black, and Asian — with an A-CFQ score of 75 or higher for each group.

Screenshot of Heineken Advertisement,

From Heineken’s Advertisement, “Connections”.

One interesting insight about this advertisement is that all of the ad elements (music, characters, story, and visuals) struck a chord with viewers. 

It’s not often that we see this kind of  balance among ad features. So this indicates there’s harmony going on in the ad where all the elements play into each other nicely. Achieving harmony among ad elements is an important step in guarding against viewer confusion, an emotional response that can harm an ad’s performance.

Another point worth noting is that this ad was seen as highly relatable.  Remember, it’s about both the ups and downs of socializing while physically distanced. It features themes such as connecting remotely with loved ones and the inevitable tech troubles that I’m sure we’ve all experienced by now. It functions as a reassuring reminder that we’re all in this together — nobody’s wifi or at-home setup is perfect, things kinda suck at times, but we can still kick back with a beer and connect with friends.

Graph showing that Heineken's advertisement elements are well-balanced and relatable
Chart showing high word-of-mouth metrics among viewiers

Our AdRate metrics indicate that Heineken’s ad was seen as both relatable and enjoyable. 68% of viewers felt like this ad was for them. This was above the ad set norm of 60%, making Heineken’s ad the number one relatable ad we tested. 75% of viewers enjoyed the ad. The norm was pretty high for this set at 71%. Even so, this ad raises the bar coming in at number three. And then for both of our metrics that point to an ad’s ability to drive word of mouth influence – talking about the ad with others and reacting to the ad on social media – Heineken’s ad captures over half of viewers. Again, over-indexing compared to the ad set norm, making it the number two most share-worthy ad of the set.

Finally, Heineken’s ad did an excellent job of eliciting positive emotions, likely an effect of it being a highly relatable and clear feel-good ad in the middle of tough times. The ad outperformed most alcoholic beverage ads in evoking happiness – at 49%, it’s far above the norm! And Asian and White viewers over-index, feeling especially happy watching this ad.

Graph showing happy, excited, and proud as highest reported reactions to the ad

We’re constantly conducting AdRate and BrandRate studies for our members that subscribe to the Latinum (multicultural research) and genYZ (generational research) platforms . If you’d like to learn more about the benefits of being a member, please fill out the contact form below.

Don’t forget to save a spot at the next Collage Group virtual webinar! Visit the events page for more details and registration. 

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Measuring the Cultural Fluency of Brands: Personal Care

Measuring the Cultural Fluency of Personal Brands: Fenty Beauty
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Which beauty brands appeal to multicultural consumers?

Our most recent BrandRate study shows how young multicultural segments rank Rihanna’s Fenty Beauty, which accumulated nearly $570 million in revenue within 15 months of launching in late 2017. Now worth $17 billion, Fenty Beauty reigns as one of the most gender and skin-tone inclusive makeup brands on the market.

Did Fenty Beauty receive a high B-CFQ ranking among multicultural consumers?

The table below shows the percent of each segment that agrees with each of the six components (Relevance and Trust, for example) of our Brand Cultural Fluency Quotient (B-CFQ). We see trends both across segment lines (rows) and across specific components (columns). Acculturated, bicultural, and Black consumers over-index on five of the six components, while White consumers under-index on four of six components.

Fill out the form for instant access to the report.

Brands that receive a high-ranking B-CFQ scorecard are considered to be culturally fluent, and are more likely than other brands to sustain continuous market growth. Low-ranking B-CFQ scorecards reveal new opportunities for brands to strengthen resonance with young multicultural consumers.

If you’re interested in measuring the cultural fluency of your brand, please fill out the contact form below. 

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Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads
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Collage Group is ranking ads and brands on our all-new, proprietary cultural fluency metric. Fill out the form to download a sample of the study where you will learn more about our process and find out how top brands rank.

AdRate and BrandRate are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising.  This is especially for the “New Wave” of younger Americans who regardless of race or ethnicity are highly responsive to multicultural themes, representation and stories.

AdRate and BrandRate are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 AdRate and BrandRate initiative with the release of rankings in alcoholic beverages and personal care.

Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t. AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate with four investigations testing over 100 brands with 6000 consumer responses.

For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enable detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.

We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category.  It’s time to raise the bar for everyone.

We offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology. If you’d like to learn more about the benefits of Collage Group’s membership, please don’t hesitate to reach out.

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