报告：文化的影响.pdf

The Impact of Culture What It Means For Brands TodayBrands Are Becoming More Involved In Culture2As An Industry, We Need To Learn More AboutConsumer Perspectives On Brand Involvement With CultureWhat Steps Brands Can Take To Become More Relevant Today3We Did Some Preliminary Research 4 webcam-based mini-groups were conducted for online discussion (90 min each) Pre-group assignment to find a digital ad they thought was culturally relevant, which were shown and discussed in the groupsWhat Brands that are culturally relevant are brands that align well with cultural events, promote trends that define todays culture, and support social issues that benefit everyone*Findings How should we define culture from a consumers point of view? How do consumers think about culture in relation to the brands they interact with?Why4*Brand cultural relevance defined in survey as having an impact on ideas, views, or behaviors in society.Next, We Used A Two Pronged Research Approach5Objective: Measure the branding impact of culture focused strategiesMethod: Mobile testing on MAGNAs Twitter app1 2Objective: Uncover what consumers think about brands involvement in cultureMethod: Online surveySurvey on Brands + CultureAd Effectiveness TestingSurvey On Brands + Culture / Methodology6RecruitRecruited panelists into online surveyUS General Population A18+, n=865Twitter Booster Sample n=153Culture Deep DiveDeep dive into what consumers think about brands involvement in cultureBrand IndexParticipants were randomized to rate brand perceptions, including cultural relevance, for a range of brands across 6 industry verticalsDemographicParticipants were asked standard demographic questions to ensure representativenessConjointConjoint questions to pinpoint the most important factors consumers consider when making purchase decisionsAd Effectiveness Testing /MethodologyParticipantsRecruited participants on mobile devices from a representative online panelUS General Population A18+ n=785Twitter Booster Sample n=591SurveyInitial survey with demographic and media consumption questionsMedia ExperienceParticipants were randomized into a test cell and asked to view their Twitter feed. Note that additional testing was conducted with skippable pre-roll on premium websitesPost SurveyPost exposure survey to measure traditional brand metrics (ad recall, perceptions, etc.) and qualitative feedback7Ad Effectiveness Testing/Media ExperiencePersonal Twitter FeedParticipants logged into their own Twitter page and saw real time content from their feed, along with test ad: 15 sec promoted videoSkippable Pre-roll On Premium WebsitesParticipants selected which content they wanted to watch. Participants could skip the 15 sec video after 5 seconds8Consumer POVBrands + Culture9Theres Much More To Culture Than Youd ThinkU.S. general population, n=865Q: When you think about culture in your own life, what comes to mind? Please select all that apply.When You Think About Culture In Your Own Life, What Comes To Mind?60% 59%48%45% 43%41%55%37%33%28%24%12%26% 26%22%TraditionsFamily/HeritageCuisineLanguageReligionCelebrationsMusicArtsTv/MoviesFashionSocial TrendsCelebsSportsCurrentEventsPoliticsTraditional Culture Pop Culture Current Affairs10% Agree83% of consumers think of culture as something other than just the traditional