Earlier this year we wrote about what you can learn from the best international marketing campaigns. We’re always looking to be inspired by how big brands connect with their consumers globally, often using universal truths we can all relate to.
We hope these innovative and creative campaigns will inspire businesses looking to break through in new markets. So, keep reading to see some of the best international marketing campaigns of the year, and take away some actionable insight to supercharge your global expansion.
WeTransfer – Please Leave
WeTransfer is one of the most well-loved file-sharing websites in the world. The service allows individuals and businesses to easily share large digital files up to 20GB without overwhelming email servers.
For a business that relies on staying connected you would think its marketing messages would focus on the many benefits, the online world can bring. Asking users to leave their service is bold and seemingly counterintuitive to the company’s aims which are surely for retention and moving to a paid plan. However, their Please Leave campaign encourages people to log off, unplug and seek out authentic experiences in the world around them.
The idea is that by disconnecting, seeking out opportunities for creative inspiration becomes much easier. Once users have unplugged for a while, they can return to their digital life rejuvenated with a source of authentic experiences to share in a more mindful manner.
KLM – Take-off Tips
Airports can be stressful places. KLM Royal Dutch Airlines attempted to inject some fun back into the experience with their global campaign Take off Tips.
The airline set up video booths in airports around the world to allow travellers to connect with fellow holidaymakers. Taking the form of holograms, flyers are projected into the booth where they can exchange tips with people flying to destinations they have visited or live in.
This global campaign takes advantage of the joy of travelling and turns customers into advocates for the KLM brand, a smart technique for creating higher levels of engagement with the business.
“This new KLM initiative is a good example of how we combine strong insights with innovation to show that KLM is number one in customer service” says Ed van Bennekom, Creative Director of DDB Unlimited.
Kellogg’s Cereal – Box Rebrand
If we asked you to picture your favourite Kellogg’s cereal box, we bet you could visualise each element clearly. Well, that was the case until the cereal giant decided a change was overdue.
Kellogg’s recent packaging redesign is its most significant overhaul in 113 years, meaning modernisation was perhaps long overdue. Many brands have been redesigned across the European market, giving the well-known cereals a fresh new look. The cereal maker emphasised the aims of the packaging redesigns focused on the “naturalness” of the food and the longstanding company’s “heritage”.
The redesigns included using a bowl of cereal as the packaging’s focal point, incorporating smaller font sizes and moving the well-known characters to the left-hand side. After the changes, Kellogg’s reported that 70 per cent of consumers could find their cereals on shelves more easily.
The branding agency in charge of the redesign commented: “The old packaging was muddled and sent out mixed messaging, which meant the brand was losing its identity. The redesign looks to put a focus back on natural grains, by including more information about the production of the cereal on the back of the pack”.
Tulipán – Consent packs
Argentinian company Tulipán has raised awareness of sexual consent by creating condom boxes which can only be opened with four hands. This means that only two people together can open the box.
The “Consent Packs” were given away for free in Buenos Aires and the brand created a video explaining how the boxes could be opened.
Inspired? There are some key features most successful international marketing campaigns have in common. Let’s explore a few below:
- Localisation – globalisation means different cultures are moving closer together. However, many cultures still retain significant differences which makes localisation a priority when looking to go global – just watch the KLM video above that shows how different even simple greetings are!
- Branding – use visual elements that resonate with the cultural background of your audience. This can be a delicate balancing act because a brand never wants to lose its visual identity. It can take time for a new audience to gain brand recognition, so in the short term it might be necessary to use visual elements which the audience is already familiar with.
- Consider ease of translation – don’t forget to write with translation in mind. When you’re brainstorming headlines, straplines, slogans and copy consider the ease of translating your advert into a different language. Try to avoid metaphors and idioms which don’t have an alternative you’re aware of in other languages. Also, consider word length, most languages are longer than English, so always ensure there is enough space for translated copy and visual elements.
Time for action…
We hope you have been inspired by some of the best international marketing campaigns of the last few years we’ve covered here. There are many more summarised in best of lists online to get your creative juices flowing. Each campaign is subtly different from others; however, they share important elements.
Creativity is key, as is an awareness of cultural difference and remember to stay authentic to your brand, as it’s the reason for your success in the first place. With translation services from Bubbles your brand can access professional translators who will ensure your international campaigns are consistent, captivating and most importantly convert.
To tell your story and reach new customers in the language they speak, get in touch with our team for a quick quote today.