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 an 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, job seeker, talent seeker, competition and more. The research was conducted by our in-market cultural experts and the findings were presented to the key stakeholders.
Leveraging our community of in-market strategists, we conducted in-language qualitative research which provided 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 will contribute to the brand’s launch strategy for the Spanish market set to take place in 2023 including the creative approach and messaging, setting them up for further success. The dossier is a pivotal document used by teams across the business, helping them to gain a foothold in the Spanish market and fulfil their expansion goals.
Case study published on The Drum