To gain the edge in a highly competitive and commoditised market, our client – a leading online recruitment company – needed to evolve. This meant building out new products and services, covering the whole value chain of hiring, to give jobseekers more than one reason to engage with the their services. As a result, the recruitment company’s brand needed to change, and people needed to know about the brand progression.
The challenge: how do you establish a unified new brand platform globally that targets a highly diverse audience?
Having worked in partnership with this client for many years, we understood the complexity of messaging around hiring. Finding jobs is not just deeply emotional but dependent on each person’s individual story. And those stories are all shaped by local conditions and cultures.
To build emotional connections, our client’s global campaigns needed to incorporate shared local truths, moments, and conversations, and to reflect local reality. All while maintaining a consistent brand tone and feel throughout.
Our client needed a localisation strategy built on a deep understanding of the local jobseeker, utilising local insight to create a messaging framework that enabled messaging to flow from global brand to local market.
Collaborating closely with our client’s global marketing team and their creative lead agency, we supported the development of global campaigns with local insight, from beginning to execution.
Working with our community of in-market cultural experts, we conducted market research across several territories, covering a variety of job-hunt related topics, audience’s attitudes, and cultural nuances. We fed those into global campaign development ensuring cultural relevance from the start.
Throughout the entire process, our experts conducted cultural consultations, pressure testing creative assets against suitability and potential cultural, visual, and linguistic sensitivities. Careful attention was paid to tone of voice.
With our help, our client and their creative agency partner launched several campaigns incorporating local stories. These stories successfully carried the global brand message, substantiating it with cultural relevance and creative brilliance. This included the roll-out of localised versions of the world’s most famous ad break, the Super Bowl.
Our solution not only created a more efficient way of working by getting the localisation strategy right from day one, it also fostered collaboration between local markets, agency partners, and the central team.