07 November 2022
7 min read
Three ways to manage global campaigns with local agility
Tailoring your global campaigns to local markets can be difficult and very time-consuming. Different markets ask for different campaign needs: from different languages to local nuances, tones of voice, and brand identities. Also, it can differ per market whether you need to boost or pause certain products or offers. As a result of all these repetitive manual alterations, companies are struggling to roll out high-quality local ad campaigns at scale. Here are some features to consider when your goal is to easily manage your global campaigns with local agility.
1. Translate your campaigns
When you manage a campaign across multiple markets, it is crucial to have the right tone of voice that hits the mark locally and suits your brand. However, manually altering every copy for every campaign, country, and channel, while staying aligned with your brand, is often as complex as it is time-consuming.
This is where feeds come into play. Automate this process by connecting your campaign to a sheet that has all the right copy translations logos, USPs and CTAs per market to create relatable local ads at superhero speed. Local marketers can check the nuances with authorization management and tweaking can be done super last minute while all formats through all channels will be updated automatically. This can all be put into templates that you can re-use for recurring campaigns over time. But, what if you have special one-off campaigns that need translations?
You can adapt your video ads to the hundreds of online ad formats, and make the production of online content scalable. With so many specs in the creation process to consider, like: copy in 6 different languages that have to be shown at the right time, different frames per format, and making sure the storyline is clear for every variation; video automation is the perfect solution. This innovative form of creative production, using feed-based automation and effortless translation integrations, can result in countless ad variations that are easily scaled to all online & social channels. Can you imagine making them all manually?
2. Tailor campaign concepts to your market
Empower your local teams with campaign concepts that are ready to use. Local teams often miss the expertise or budget to create strong concepts in line with the brand identity. Cape’s input validation functionalities ensure that local marketers can only change those elements in the campaign that are essential for the local touch, such as product, destination or the offer they want to promote.
This way you can (1) prepare campaigns for local markets so they only need to make small changes before a global campaign goes live or (2) have local teams launch their own campaigns from a campaign library where several concepts are ready to use. The in-tool authorization management allows the global brand team to check the local ads through the intuitive interface, so global ads can be adjusted to the local campaign needs and can go live in no time.
Use a feed-based setup with localized feed-data, which can be applied for even faster automated concept creation. Local markets only have to check the assets for final approval before publication. This way, your disclaimers, pricing, and visuals are all automatically in the right place. Businesses can also automate tailored campaigns using feeds based on data, such as live demand data, discounts, and the price vs the competition.
3. Automate hyperlocal campaigns
If you are already using feeds to enhance your campaign, why not take it one step further? If you have physical stores, specific catchment or service areas, or if you simply operate in different countries, it’s 100% certain that your marketing need is not the same for all locations.
You can hyper localize your marketing setup with feeds, from creative production, to campaign management and even targeting. By determining feed commands that detect when a branch, product or service needs a promotion boost, you can manage nation-or worldwide campaigns with local agility, without touching a button. The ads will be specifically targeted to customers based on their proximity to the branch or interest in the product. From different languages to local nuances, tones of voice, and brand identities. Also, each market can boost its own relevant products or offers. You can create a template, define which elements need to be altered and you can export all the alterations, import them or you can give local marketers access to the environment.
An example of hyper local campaigns are supermarkets. One location wants to boost their cereals if they sell less than 200 boxes per day, while another location wants to boost their cereals when they sell less than 80 boxes per day. Name a product or number, a change in weather, or a special offer per location and set feed demands that impact your ads. The ads can all be automatically altered to the circumstances suitable to the situation of that specific location, without having to click a single button.
