A study by the Association of National Advertisers (ANA) analysed how cultural insights affect brand perceptions, purchase intent and brand loyalty.
The research revealed that Procter & Gamble, Walmart, the Ad Council and Google were among the top companies that have leveraged multicultural campaigns to drive awareness and consumers purchase intent. A separate CIMM report found that consumers are 50% more likely to repurchase from a brand that uses culturally relevant ads.
Each of the highest-ranked creatives focussed at a particular consumer group, reaching out to different demographics. Walmart’s successful Mother’s Day campaign represented mothers of various ages and skin tones.
The study reinforces that more diverse representation can not only strengthen the brand position but also drive sales. This article also highlights that consumers are generally more responsive to ads featuring people they can relate to.
[3 minute read]