As brands dramatically increase the speed at which they and their creative agencies produce content and campaigns, there are bound to be more unintended blowbacks from campaigns or content that isn’t adequately checked to make sure their is nothing culturally insensitive. Using BigTeam, users can easily tap into their employees and stakeholders to mitigate this risk without spending thousands on ad testing services.
Before we ask your colleagues for feedback, we need to dig a little deeper on your intended audience for this content or campaign. This will only be exposed to the survey takers halfway through the survey, so we can capture their intitial responses.
First Impressions on Cultural Nuances and Creative Elements
It is important we open up by asking for survey takers first thoughts on the campaign with light guidance that we want them to focus on the casting, tone and relevancy for their market. We’ll ask them to articulate the positive and negative aspects and will keep an eye out in the results for unprompted comments about uncomfortable or outright upsetting elements.
Feedback on Authenticity in the Creative
One of the biggest challenges in the creative industry is understanding the impact of ads and content that were not produced in that country. In our Cultural Nuances and Sensitivities feedback, we’ll gauge whether viewers can identify where this creative was made, what creative technicalities lead them to believe that, and finally whether they think it matters.
Final Gateway to Mitigate Against Culturally Inappropriate Creative Elements
Toward the end of the survey, BigTeam will directly question whether a viewer noticed anything insensitive or inappropriate. This might influence their opinions by directing them to “seek out” possible vulnerabilities, but best for them to raise the risk, then for an actual consumer or viewer.
Opportunities to Adapt or Localize
BigTeam will wrap up the survey by asking your colleagues or stakeholders to put themselves in your shoes and identify opportunities to localize the creative campaign or main idea. You may not have the budget or time to fully adapt the campaign, but the knowledge can be used by the local teams on the ground looking to extend the campaign into other channels like digital or event, or at the very least will be ideas for you to incorporate on future campaigns.