AIMM’s New Metric (CIIM™) Measures Culture’s Impact in Brand Advertising and Programming

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84% of marketers believe they do multicultural marketing – yet only 16% infuse cultural relevance (cues, nuances, associations) in brand creative. AIMM’s CIIM™ measure empirically connects cultural relevance in brand creative to sales lift. Multicultural marketing’s potential to drive growth is no longer a subjective question – it is an empirical fact.

During this webinar, Carlos Santiago, co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), walks through the new CIIM™ metric: Cultural Insights Impact Measure™ created in partnership with NBCU and AIMM member companies. We’ll share examples of CIIM™ tested ads and showcase the dashboard participating marketers receive for each ad tested – offering a deep dive into the insights delivered and potential next steps: Across categories and sectors, CIIM™ proves the link between cultural relevance and a 3x increase in purchase intent.