Situation
Launching into a new market is not unfamiliar to this leading worldwide employment website. Their success however is backed up up with insights, knowledge and understanding of each market they enter. Spain was a next generation market highlighted by this brand. Until now, brand communications in this market have been limited. However, a soft launch showed positive results and a full market launch is scheduled. The brand, country and strategy teams needed support to develop appropriate strategies, including in depth insight into the local market conditions
Solution
We created a comprehensive Spanish market dossier covering insights on demographics, culture, the local job market and its participants, the competition and more. The research was conducted by our in-market cultural experts and the findings were presented to key stakeholders. Leveraging our community of in-market strategists, we conducted in-language qualitative research, providing a local market point of view, which was especially important when exploring the nuances of cultural requirements. Combining the research with local market data and consumer intelligence we were able to identify common themes and provide strategic recommendations.
Outcome
The findings are expected to contribute to the brand’s launch strategy for the Spanish market including the creative approach and messaging, setting them up for further success. The dossier is a pivotal document used by the relevant teams, helping them to gain a foothold in the Spanish market and fulfil their expansion goals.