By testing all video creatives, marketers can look cross-sectionally and within categories to understand the complex communication required to have an impact with today’s increasingly challenging consumer.
In iSpot’s Marketing Master Series, we will look at what marketers are actually doing, rather than being prescriptive about what they should do. We look at these marketing practitioners not in judgment, but for education and information. In today’s world, the rules are different, consumer’s have changed and what defines a successful video ad campaign can take a multitude of paths.
Driven both by internal morals and societal mores, brands in 2022 are invested more than ever in authentically representing the diversity within their consumer base. The concept is dangerously simple, the execution is complex, and there is of course the anxiety of getting it wrong. Trail blazers such as Pantene (P&G), Dove (Unilever), Ulta Beauty, and Nike launched campaigns years ago championing inclusion (at the time a polarizing idea) which continue today. However, much has changed over the past few years. How exactly are brands showing up right now? Is diversity in ads still a feature viewers specifically seek? Or has D&I finally reached normalization so that consumers no longer look for it – perhaps only noticing its absence?
A 2021 study quoted in Adweek reported that seven in ten viewers prefer brands to promote diversity and inclusion in their ads, with many preferring to buy from such brands. Still, only a little more than half report feeling culturally represented in the ads they see, pointing to significant opportunity.
This Marketing Master Series explores three common approaches to diversity and inclusion in TV and video advertising:
- Casting that checks the diversity and inclusion checkboxes
- Connecting authentically with a specific audience
- Making representation the key message of the ad
Each part in the series includes an analysis of Creative Assessment results for key ads airing over the past year that employed one of the above approaches to ultimately help advertisers gauge how today’s consumers are responding to diversity and inclusion messaging.
Part I: Inclusive Checkboxing Can Work if It Fits the Brand Story
Perhaps the simplest approach to inclusivity in TV and video advertising is featuring as diverse a cast as possible. In today’s environment, this approach can actually work quite well, as long as the brand is known for a D&I purpose and the inclusion feels natural to the product.
Target – “Swimwear for Every Body” 0:15
In a recent :15 from Target, female characters across race, ethnicity, age, and body type were shown modeling “Swimwear for Every Body.” Here, the approach was a bit startling (sparking Incredulous and Inappropriate emotion), related to the exposed (but required) body focus, and drove quite a few to feel the ad was Exploitative in some way (as measured by our Cultural Perception scoring system.
The brand was comfortable taking that risk, and while some viewer comments received on the ad (see below) mentioned health concerns and a desire for the ad to be about more than just a checkbox, positive diversity & inclusion comments were much more frequent.
“I dislike that I have to see fat women in ads when I myself struggle with my weight and know first hand how unhealthy being fat is. We should not normalize obesity like this.”
Female 36-49
“I like that Target is being more respectful of women who have curves and showing what women actually look like instead of just stick figures so this was a really good ad”
Female 21-35
“The first image was a little abrupt. But overall, the message of diverse and positive body image was good.”
Female 36-49
“I love the visuals – it got my attention right away! In its own way – edgy and progressive. It’s inclusive, and made me feel happy that it is so.”
Female 50+
“I like showing different people with different body types. I like showing diversity. But I think the ad needs to have more than just that.”
Male 36-49
The characters and message rose above concerns and were rated the Single Best Things about the Target ad at rates well above discount store video advertising norms. Younger women – the key target for this creative – were positively impressed.
Across the full audience, consideration was largely unaffected (coming in right at the 51% discount store norm). However, among women a whopping 71% ages 21-49 reported increased purchase intent (+16 points above norm). Quite the splash!
All viewers:
Women 21-49:
Starbucks – “Summer Feeling” 0:15
Starbucks, on the other hand, featured a summer street scene of diverse characters (generally unnoticed by viewers) encountered by a coffee-carrying gentleman. The inclusion felt much more natural, with the visuals and music most forward to viewers.
Scores indexed vs. coffee QSR one-year norms.
The “summer feeling” and sense of community led to some Empowerment, but comments on diversity were largely absent in viewer verbatims.
“I like the sense of joy and community communicated in this ad. That being said, there’s pretty much no connection between the product and the rest of the visual imagery. The link isn’t established and so it isn’t as effective as it could be.”
Female 21-35 Caucasian
“It was nostalgic but I wasn’t sure what they were promoting until the very end. It just was a Starbucks ad”
Female 36-49 Asian
“This was definitely a warmer and more human commercial than what they usually do. I like that they are going in this direction. It makes them seem brighter and more positive and less corporate.”
Male 36-49 Caucasian
“It was okay. Nice vibrant summer colors showcasing the iced coffee, but it seems like the product stops being advertised within the first 3 seconds of the ad.”
Female 21-35 Black
Although seeing such representation going unnoticed is a great sign for society, the brand didn’t benefit from an inclusive perception, with only 37% of viewers reporting increased intent vs. a coffee QSR video advertising norm of 57%.
In this case, an absent connection between diversity and the product itself (a flavored cold brew) hurt the brand’s efforts – even among millennial viewers that are keen to notice and reward inclusive efforts.
Champion – “Invented the Hoodie” 0:30
In a bid to connect more closely with younger customers in particular, Champion wanted to lay claim to their invention (more than 80 years ago) of the hoodies these consumers wear today. Key to the connection with the younger generations, this 30-second spot delivers the product message with a diverse cast that really wasn’t the point of the ad.
While the interesting range of visuals drew some Attention, the brand sprung forth much more than the characters in an ad that ranked in the apparel and footwear’s 96th-99th percentile on Change, Attention, Likeability, and Desire components. This resonance led two in three to consider a purchase (+18 points over norm).
Scores are indexed to one year apparel and footwear video advertising norms.
Comments on the ad reflect a message that resonated well beyond younger viewers, with the Empowering diversity noticed but not the driving factor of the video ad’s overall effectiveness.
“It was easy to understand that it is a brand of clothing. The visual effects are the best and it gets my attention. Not too complicated to understand.”
Female 36-49 Other
“It is a very nice add of Champions with good images of people, mix of cultures, will target different people”
Male 36-49 Hispanic
“I think this is an awesome ad because it uses cool effects and transactions and it clearly tells the message.”
Male 16-20 Hispanic
“I think that I had was a very fulfilling and nostalgic because Champions work is a great historical brand”
Male 21-35 Black
“It made me wonder if they actually invented the hoodie and now I want to look it up.”
Female 36-49 Caucasian
Inclusive Checkboxing: Risky or Rewarded in 2022?
As seen in these examples, some risk is inherent with many D&I initiatives in a society that still holds varying views. However, we are seeing more brands successfully weather (and avoid) a bit of controversy through visuals and casting that are relevant to the brand and product being advertised rather than feeling gratuitous. The most successful video ads representing diversity need to focus on two goals: accurately representing and supporting diversity while still achieving brand objectives. Sometimes, these are interwoven. Other times, these objectives are disjointed or difficult for the viewer to grasp from a single ad.
Next up in our series, we will examine brands leaning into targeted representation in an aim for increased authenticity in advertising.
About the Author
Peter Daboll has more than 25 years of experience in the science of measuring advertising effectiveness and is a recognized expert in understanding what makes advertising successful. He has spent his career developing and implementing analytical models and testing systems to measure consumer response to advertising. In his current role, Peter Daboll serves as Chief of Strategy and Insights for iSpot.tv after his company, Ace Metrix, was acquired in late 2020. As CEO of Ace Metrix, Mr. Daboll has led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative.
All norms = 8/30/21-8/30/22
*Glossary
Cultural Perception: measuring positive and negative impact of advertising, the Cultural Perception scoring system ultimately helps brands assess the risks and rewards of achieving emotional connections as they relate to cultural and social subjects.
Empower: measures the positive impact of an ad’s message, indicating when viewers find it encouraging, inspiring, or motivating.
Exploit: measures negative impact, indicating when an ad offends viewers in some manner, whether that’s via stereotyping, pandering, objectification, glorification, portraying racism or sexism, or band-wagoning.
Likeability Score: measures an ad’s ability to appeal to viewers, based on results from the survey prompt “I like this ad”
Relevance Score: measures an ad’s ability to relate with viewers, based on results from the survey prompt “i can relate to its message”