A new study by Magna and Sightly reveals that aligning advertisements with culturally relevant moments can significantly enhance brand performance. Conducted with over 5,300 participants, the 'Societal Sync' study found that brands leveraging customized, relevant content tripled purchase intent and doubled search intent. The findings underscore the importance of brand suitability and contextual targeting, emphasizing that a tailored approach to cultural trends yields better results than broad marketing strategies. Speed in adapting to cultural events also plays a crucial role in maximizing user engagement and intent.
The brands were able to do this by utilizing Sightly's tech platform, Brand Mentality, which transforms a brand's unique profile and traits into a real-time algorithm.
That customization created an impact, as culturally aligned content tailored to a brand's unique first-party inputs or perspectives outperformed general content.
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