Page 23 - WhitePaper_MC&I Benchmark in Covid19 Era

Respondents also called for AIMM to CULTURAL INSIGHTS
analyze/research general changing brand IMPACT MEASURE (CIIM )
™
™
expectations. This raises guiding questions:
“What do people expect from brands?” and The Cultural Insights Impact
how do people “view brands that have helped Measure (CIIM ) is a metric
™
their relief efforts?” Marketers are also that identifi es the impact and
considering the longevity of their support effectiveness of cultural insights
— clients are looking for them to provide in ads and programming and how
continuous support as opposed to one-time these have the potential to affect
investments/relief.
sales lift. Created in partnership
with NBCUniversal and AIMM
BROADEN THE SCOPE TO HIGHLIGHT THE member companies, CIIM ™
IMPORTANCE OF CULTURE IN DIGITAL determines the incremental value
Respondents emphasize the increased need of genuinely refl ecting segments’
for the CIIM metric, as it is “imperative to cultures in marketing creative and
measure the impact of culture in ads now content. In fact, ad effectiveness,
more than ever.” Furthermore, marketers including brand opinion, net
want the CIIM metric to be re-oriented/re- promoter score, and purchase
standardized to “more current and relevant intent triple when consumers
media consumption and timeframes,” perceive ads as highly
including more digital channels (social, digital culturally relevant.
video, etc.).

SHOW HOW CIIM APPLICATIONS LIFT BRANDS
Marketers want more guidance on the CIIM metric, how they use it, and how they can implement
learnings from the metric. Respondents also voiced how past CIIM fi ndings “that spell out clear
and actionable strategies” (creative strategies and media allocation strategies) could guide
current MC&I brand actions.

REFLECT THE PANDEMIC
Marketers want AIMM to measure COVID-19 ads with CIIM to gauge the types of ads that have
resonated with consumers. This testing could examine the effectiveness of explicit messages
in COVID-19 ads in comparison with a “softer brand approach refl ecting an understanding of
the challenges consumers are facing,” and would also consider the extent to which cultural
sentiments enhance the effectiveness of an ad during the pandemic.

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