P&G, Walmart, Google top list of multicultural ads driving purchase intent

P&G, Walmart, Google top list of multicultural ads driving purchase intent

By Dianna Christe

Nov. 11, 2019

Dive Brief:

  • Procter & Gamble, Walmart, the Ad Council and Google are among the top companies that have recently leveraged multicultural marketing to drive awareness and purchase intent with consumers, according to a study by the Association of National Advertisers (ANA). The research was run through the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) division in partnership with NBCUniversal and the trade body’s member companies.
  • The analysis is the first to apply AIMM’s new CIIM — or Cultural Insights Impact Measure — ​ad metric that looks at how cultural insights affect brand perceptions, purchase intent and loyalty to specific marketers. Each of the highest-ranked marketers targeted their creative at a particular consumer group, breaking through with African American, Hispanic, LGBTQ or disabled audiences.
  • The Ad Council’s “Love Has No Labels,” for instance, played up the message that all people can find love regardless of their gender, race or sexuality. Walmart’s Mother’s Day ad celebrates mothers of various ages and skin tones. And P&G’s spot for Gillette shed a light on NFL player Shaquem Griffin, who only has one hand, and how his father raised him and his brothers with discipline and care.


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