Market Research · Cultural handbook · Advertising Framework · Growth strategy · Testing
Brief Summary A strategic design project centered on crafting a winning localization framework for Whoop and Always in their global expansions.
Overview
Whoop and Always, seeking expansion into additional international markets, faced the challenge of adapting their existing marketing strategies for diverse cultural contexts and consumer preferences. A one-size-fits-all approach wouldn't suffice.
Approach
Applying a user-centric, behavior-centric, and location-centric adaptation and rework of brand strategies and product roadmaps to ensure their success in new market entries.
Adapting to the 🇫🇷 French way of communicating
Cracking the French code for Always' global campaign meant understanding the French consumer on a deeper level, especially to ensure our campaign resonated with relevance and local flair.
Adapting Always for a younger 🇪🇬 Egypt
In Egypt, Always felt outdated to younger consumers. We dove into their needs, revamped the brand image and messaging, making it fresh, relevant, and speaking directly to their everyday lives.
Taking Whoop global 🌍
Whoop's UAE launch bypassed cultural faux pas with a deep dive into local preferences. We mapped celebrations, analyzed consumer behavior, and crafted targeted messaging to ensure brand relevance and a smooth market entry.
Localization Playbook
Ensuring winning market-centric strategies by creating relevance & relatability.
| Steps | |
|---|---|
Social & Cultural Truths | Unveiling the cultural code |
Audience sentiment & behavior | Feeling the pulse |
Landscape assessment | Mapping the competition & trends |
Ingredients for good advertising | The magic recipe |
Dos & Don’ts | The rulebook |
Ways in to the market | Creative entry points & campaigns |
Image Revamp* | Breathing new life into the brand |
User testing | Optimising for performance |
Outcomes
🎛️ Localized brand playbooks outlining best practices for adapting campaigns, messaging, and content across diverse markets.
🎯 Increased awareness and consumer acquisition in new markets while improving overall global campaign engagement
Credits
Manal Khater (my mentor in strategy & life❣️) Roy Khachan (for the best collaboration on Whoop) 💥 The amazing Always team at Leo Burnett Beirut
