The Top Ads for Parents: How to Alter the Path to Purchase
Culturally fluent ads use culture to efficiently and effectively connect across segments. In this report, we share the topmost culturally fluent ads for Parents through our <a href="CultureRate:Ad">CultureRate:Ad</a> methodology. CultureRate:Ad provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their ads.
At Collage Group, we measure cultural fluency by gauging consumer sentiment across 4 key dimensions: Brand Fit, Relevance, Message, and Enjoyment. These dimensions are weighed and combined to create the Ad Cultural Fluency Quotient (A-CFQ) score. The A-CFQ score gives members crucial insights into their ad’s resonance across different consumer segments and where to focus strategies for improvement. We’ve identified the top ads for Parents consumers through their average A-CFQ score.
Discover a sample of our report for case studies that offer relevant insights as to what top ads are doing to resonate with Parents.
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What Surprised Us
While Visit Las Vegas’s ad “You can bring your kids to Vegas, but why would you?” ranked at just 72nd out of the 124 ads for total parents, the ad was uniquely resonant among Millennial parents and ranked much higher – 16th – for this cohort. The ad may not have appealed to parents overall, but found success amongst Millennial parents by appealing to who they are as people, not just as parents, and connecting on both a key parenting tension and a common Millennial passion for travel.
The Big Picture
Top ads reflect parents’ future-oriented idealism and recognize their sense of individual identity.
Why It Matters:
Parents worry about their children’s futures and expect brands to do their part to prepare for the next generation. Millennial parents are especially taking note of brand action and teaching their kids to do the same.
Top ads deftly tie in key parental concerns and interests to foster resonance.
Contact us today for more research on how to connect with the new, diverse American mainstream and make your ad a winner.