Adapting to your audience 11.08.2022
How do you localise your global campaigns?

Adapting to your audience: How do you localise your global campaigns?


We certainly live in a globalized environment, with the products, information and services we consume on a daily basis coming from all over the world. Even before we leave the house in the morning, we have likely put on clothes that have not been produced in the country we live in, drank a cup of coffee or tea, imported from Africa, Asia or South America, and looked at international news feeds or social media posts from far away. But even with such a global interconnectedness, when it comes to communicating your brand and marketing messages, it pays to adapt your materials and content to your local market and audiences.


From translating into local languages, adapting the content to cultural norms or using imagery that reflects the local environment, showing that you care and understand your target audience will create much greater brand awareness and ensure that your message really speaks to them, whether it is to sell a product, promote a service, provide useful information or otherwise influence them. And even when you are only looking to roll out your campaign or messaging in a single country, it is still worth incorporating regional differences into your campaign.


But when first looking at a multi-location project, localisation can appear a daunting task, especially if you don’t have any local marketing teams in place.


So how can you turn this complex process into an efficient way of rolling out a campaign across multiple locations?


One way is through the creation of a campaign style guide or toolkit: a set of creative assets and practical guidelines of how to easily roll out the same campaign across different locations and sites, but with consideration for local adaptations.


A campaign can have any kind of elements that need to be personalized – from logos to language, images or even braille inscription. The toolkit’s aim is to simplify and minimize the area where this personalization occurs – so that the main part of any artwork or content stays consistent and adheres to any branding guidelines across all versions.


Generally speaking, a toolkit will present the common overall concept that defines the campaign and gives it the look and feel it was designed for, and provide consistency across countries, locations and sites. It will define the areas and elements that are to stay the same, as well as any aspects that can be personalized. It will also specify any project management factors, such as setting consistent timelines from ordering to production and installation, consolidate the materials and processes used, and indicate fulfilment and implementation or installation arrangements.


For the adaptable elements, the toolkit will specify what can be changed, for example what languages are available for translation, which pictures or graphics can be swapped out, which sizes, media and materials can be used, etc. It will also include any general implementation or installation notes, with consideration to the location’s and/or site’s needs.


The toolkit will always be developed in close cooperation with you to ensure brand consistency, compliance and correct approvals, before then being used when contacting the individual locations to manage the local rollout of the campaign. It can be completely adapted to your needs, from a very broad, pick & mix approach where the individual locations can pick exactly what they want, to a more defined campaign, where the input of the locations is limited to the specific individualizations needed.


How ARIAN can help


ARIAN has extensive experience in managing toolkit creations and rollouts for a large variety of projects, from internal rebranding of one of the world’s biggest retailers, to shop fittings for new product launches and new store openings. Toolkits can be for consumer facing campaigns as well as for internal colleague communication messaging.


We always consider the end result when designing any marketing materials – we know what impact the materials, as well as the production and installation processes, can have on the final look, so we are sure to address any possible implications at the beginning of the design process, rather than having to adjust or possibly even redesign the campaign in the final stages.


ARIAN can help you with all steps of your creative project: from ideation and concept development through toolkit creation, design, production, fulfilment and final implementation. Our experienced teams can project manage the whole process, saving you time and money and the effort of potentially having to deal with several different agencies or suppliers.

If you are looking for a full-service partner for your next campaign, why not contact us to see how we can help? You can reach out directly to one of our experts, Daniel Albrecht, at or +49 1722 677 339.

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