Keys to Culturally Fluent Creative:
Best Practices for Developing Culturally Fluent Ads that Win Across Segments.
As America becomes increasingly diverse and polarized, many brands are struggling to understand how to best activate consumers. Our AdRate research shows that the once-safe haven of functional messaging is often trapped between the no-wins of unmemorable content or unintended backlash, while dedicated campaigns are off limits for all but the organizations with the deepest pockets.
This study leverages the AdRate methodology and 2019 database, which consists of more than 30,000 responses to over 100 ads, to identify best practices that demonstrate “cultural fluency,” the authentic representation of cultural cues that win with all consumers.
AdRate provides an innovative new approach to evaluate ad effectiveness, using machine learning and facial tracking and new metrics like Groundswell and Backlash to understand what wins and why with different consumer segments.
Attendees will learn:
- Which ad features are most strongly correlated with positive changes in brand favorability and purchase intent by category and segment
- What types of ads—i.e., translated, transcreated—work best for bilingual and Spanish-dominant Hispanics and why
- How to create ads that are likely to have high virality—i.e., people will share or talk about
- Examples of culturally fluent ads throughout