How Halo Effects Help Brands Win With Cultural Relevance

It’s no secret that marketing and insights leaders face increasing pressure to translate the rapid cultural transformation underway in the U.S. marketplace into clear action steps for brands. Do you know how to fuse cultural insights to fuel brand love and revenue growth among the fastest growing segments?

Collage data shows that when brands effectively engage a specific consumer segment, they can achieve a Halo Effect: a positive impact on consumers not included in the original “target” segment.

With the most competitive marketing organizations already achieving Halo Effects that break the tradeoff between spend that targets diverse segments and spend intended to appeal to the whole mainstream, the big question still remains: how do I do this?

Cultural Fluency, or cultural intelligence that efficiently and effectively connects across segments, informs these Halo Effects and is the foundation for authentically driving growth among today’s consumers.

Culturally fluent brands generate high ROI on their mainstream campaigns by using targeted insights to navigate nuance and complexity while leveraging cultural specifics to target specific segments. By applying our consumer insights as early as possible in marketing processes, brands can accelerate past competitors and avoid cultural landmines.

In fact, culturally fluent, authentic ads generate 46% higher purchase intent, 34% higher interest in information gathering, 36% higher brand recommendation and 42% higher trust than their mainstream media counterparts.And, the most successful brands that work with Collage have experienced a 48% increase in purchase intent.

Contact Collage today to learn how we can help you fuse together consumer, brand and industry insights to fuel Brand Love and revenue growth with high-growth consumer segments.