Introduction
The below discussion will explore three cases of companies localizing their advertising campaigns. It will be argued that such a strategy improves profits and market presence.
Spotify’s International Campaign
Spotify has begun a worldwide outdoor advertising campaign with the theme of listening to what people love. This campaign conveyed the following message – thanks to 2016, it was pretty strange. Different versions of the advertisements, which were going to be carried out in 14 different regions, had customized messages from Spotify (Roberts, 2016). These messages were driven by data collected from users and pop-culture issues pertinent to events in 2016.
The following statement was shown on a billboard in the UK: On the day of the Brexit vote, 3,749 individuals streamed the ‘It’s the End of the World as We Know It.’ Such an approach points to the apparent and relevant issue of the UK, gaining the audience’s attention, which stands for the whole nation (Roberts, 2016). In turn, the ads were adapted differently to the US context. For example, the was a significantly successful musical, Hamilton, that excited Americans. One of the ads stated that there was a Theater District resident who listened to the Hamilton soundtrack 5,376 times. It should be stressed that the company increased its global presence after this campaign, which allows the latter to be considered successful.
It seems reasonable to state that Spotify did not significantly alter its design and approach toward advertising in the US and the UK. However, the corporation appealed to the events most relevant to the nations (Roberts, 2016). In marketing, there has been some discussion about whether or not big data is stifling creative expression. Spotify has wholly thrown that notion on its head. The organization finds that looking at data motivates them and provides new insights into the feelings that individuals are expressing.
Domino’s Pizza’s International Campaign
It is easy to comprehend the distinctions that exist between two civilizations by analyzing the ads that represent each culture. Two different advertisements for Domino’s Pizza, one from India and one from the United States, are distinct from one another. The Indian ad shows the #CheesyReward program that offers a specific discount. Once the man in the video gets it, he orders some pizzas and shares them with his family, even feeding his mother – or grandmother – by hand (Domino’s Pizza India, 2022, 00:00:11–00:00:12). Such an approach is founded on the fact that in India, there are very tight family ties and respect toward the older generation. Domino’s Pizza has a significant market presence and reputation in the country today (Reuters Editorial Team, 2022), which indicates the campaign’s success.
The advertisements in the United States, in turn, are completely different. The video promotes the message that the corporation’s pizza is cooked under the highest quality standards. It is claimed that consumers may split the pizza and eat it within a couple of days – without losing its taste and deliciousness (Ad Archives, 2022, 00:00:08–00:00:09). It seems apparent that an emphasis here is on the individual needs of the audience, which is justified by Americans’ peculiarities and preference that are connected to consumerism to a great degree. Indians have a tendency to concentrate on prospective applications of the product and implicit information describing the great flavor of the pizza, in contrast to the United States. In the latter, pizza is considered a meal, and the attributes of the product are expressly mentioned.
As a result, it is abundantly evident that consumers’ perspectives on the product vary greatly across the two locations. Thus, Domino’s Pizza commercials make use of these variations to market their brand. In the Indian ad, the focus was made on the product application in the context of family ties, while the US variant was rather an appeal to individual needs.
Coca-Cola’s International Campaign
Coca-Cola has started its campaign for Chinese New Year, which is called CNY Confessions. This campaign is based on several real-life experiences that explore the essence of Chinese New Year in a world that has altered because of the epidemic (Bapna, 2021). A team from McCann Worldgroup Shanghai came up with the idea for the ad, which is a mash-up of the three separate life experiences of three young people now residing in China.
In the past, many young people in China saw the celebration of Chinese New Year as something obligatory and normal. All of this was altered in 2020 by COVID-19, which removed an opportunity that many younger people had previously taken for granted. It also prompted a change of perspective on what is really important: love, connection, and the company of family and friends (Bapna, 2021). Because Coca-Cola is positioned as a brand that symbolizes cooperation and optimism, this move made perfect sense for the company, which was visible from its improved reputation in the country. Throughout the course of the movie, there are a few discrete references to the beverage brand. Coca-Cola is urging customers to express their confessions with their loved ones using an H5 activity in order to give the campaign legs beyond the picture it is promoting.
In the US, in turn, the company has launched the ‘Real Magic’ platform. The corporation wants to eventually engage individuals in a totally new manner through an ecosystem of exclusive and possessive experiences (The Coca-Cola Company, 2021). In contrast to the previous instance, the campaign aims to promote diversity and inclusion – issues relevant to the American environment but not the Chinese one.
Conclusion
Thus, companies tend to adapt their advertising campaign to cultural differences around the globe. The provided cases indicate the significance and appropriacy of such an approach.
References
The Coca-Cola Company. (2021). Coca-Cola launches Real Magic brand platform, including refreshed visual identity and global campaign. Web.
Roberts, H. (2016). Spotify says: ‘Thanks 2016, it’s been weird,’ in its largest ad campaign yet. Yahoo! News. Web.
Bapna, A. (2021). Coca-Cola uses real-life stories in 2021 Chinese New Year ad. The Drum. Web.
Domino’s Pizza India. (2022). Domino’s #CheesyRewards program [Video]. YouTube. Web.
Ad Archives. (2022). Dominos TV ad spot 0:30 ‘Leftovers’ October 2022 [Video]. YouTube. Web.
Reuters Editorial Team. (2022). Domino’s India franchisee Jubilant’s Q2 profit rises 10% on dine-in demand. Reuters. Web.