Measuring the Cultural Fluency of Ads: Home Care
In this CultureRate:Ad 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.
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