Campaign Localisation Best Practices

Are you looking to find ways to improve local relevance with your marketing campaigns 🙋‍♀️ Having faced this challenge many times the key things to think about are:

✅Starting at the brief – questioning at the beginning “How and where can we allow for local flexibility” to increase relevance?

📖 Copy - how do we allow teams to adapt headlines or phrases to ensure the meaning is not lost? Or is this not something we want to do?

🧑🏽‍🤝‍🧑🏻People - when involving talent/creators how do we allow local teams to suggest people that resonate locally? Authentically leveraging their audiences.

🎄Concept - does the theme of the campaign work everywhere? If not, then how we do allow teams to adapt? E.g., is it a different local moment, or an alternative product that resonates best in their market.

🌏 Delivery – what channels work for each country and therefore how do we adapt/create content to work for those? The mix may be quite different in UK vs Brazil vs Japan.

📢 Communication – be clear on what can and cannot be changed to keep the global consistency and provide feedback on the why, this helps teams to understand where they can pivot.

Understanding the cultural nuances and audience profiles for your markets is key, listen closely to your local experts and advocate for their different perspectives, and lean on their expertise in what works for them.

The truth is that sometimes not all globally-led campaigns will or should land in every market, there may be locally-led activations that resonate and perform better than globally-led content.

But to get the best chance for your teams to drive globally consistent and locally relevant campaigns these are key factors to consider.

If you want guidance on how to optimise your campaigns, drop me a message or book a consultation to discuss.