Advertising localisation in a hyperconnected world. 

There must surely only be a handful of people on planet Earth that have never heard of companies such as Coca-Cola and Pepsi. Juggernauts like these invest immense amounts of money on advertising localisation to aid seamless brand adoption and market penetration. However, this endeavour could have adverse effects if not performed properly. 

In 2004, PepsiCo India released a television advertisement that featured some of the nation's greatest cricketers in attempts at winning the heart of a nation devoted to the sport. Sadly, the creative agency responsible for the advertisement did not fully qualify the effect it might have on the general population. 

This advertisement featured a pre-teen kid carrying bottles of Pepsi for sale. This drew the critical attention of child-labor committees and activists across the subcontinent, and the advertisement was banned for promoting and even glorifying child labor.

This case is a simple example of mistakes companies and marketers make when advertising localisation is not performed diligently. A similar mishap occurred with mobile technology heavyweight Nokia when it tried to launch the Lumia phone in Spanish markets. The product was not received positively as its name is a Spanish slang word for the word "prostitute." 

Examples like these only emphasise the importance of research-driven campaigns that are designed to meet the precise needs of specific markets, people groups, and cultures. Localised advertising campaigns have been proved to successfully improve customer experience and increase brand reach by attracting new business. 

When should you localise? 

The answer is simple. When you sell products internationally, it's important to deploy localised campaigns to further your brand's reach and aid market penetration. Research performed by CSA Research shows that 75% of all consumers prefer purchasing products and services that are advertised in their native language.  

Strategies that work in the USA may not be appropriate in non-English speaking markets such as Indonesia, and vice-versa. It is absolutely imperative that brands meet consumers on their home turf. It's what makes brands relative and memorable. 

Localisation is so much more than just copy-pasting translated content. It has everything to do with building trust with existing and new customers, connecting with them on a personal level, and establishing an accessible brand personality. 

How should you localise? 

To run successful, ROI-focused campaigns, you will need both your corporate team and your local team to work in tandem to create this kind of noise. Corporate teams will dictate the overall pace and tone for the brand, while the local team will engage in activities that create relationships and trust in communities. You should also consider collaborating with an expert global creative production agency such as Freedman International, who use insight-driven techniques to drive the best possible results.

Freedman International is a hands-on agency that helps brands connect with audiences worldwide. As your global brand guardian, they will provide expert advice and worldwide brand governance to make sure that all campaigns remain compliant and consistent. Their teams of strategists and global creative production experts deliver powerful and localised assets informed by genuine cultural insights. 

To learn more about building a successful global brand, visit www.freedmaninternational.com