Communicating on a global scale means deploying a global strategy on a local scale. Easier said than done? Not necessarily, if we are to believe these amazing glocal communication campaigns. A selection chosen by the We Are COM team to illustrate its special workshop on best practices, to consult here,
McDonald's glocal communication
The fast-food chain, present in over 120 countries, is the second largest fast-food chain in the world. Also, Their international communication strategy relies on a multitude of meticulously planned local adaptations.By studying the culinary and cultural preferences of each market, McDonald's is able to offer menus tailored to consumers around the world. In China, you can order the "McSpicy," a spicy chicken burger. In India, you can eat vegetarian by choosing, for example, the "McAlooTikki." In Greece, pipa bread is an ingredient in the "Greek Mac," and so on. At We Are COM, it makes us want to try everything! 😊
Coca-Cola's glocal communication
Similarly, the communications of the famous soda brand adapt to local cultures. Internationally, Coca-Cola exists through specific variations. In Argentina, 3D advertising is favored, while in Portugal, the tramway format is preferred. And in North Korea? The brand's mascot is a ginger cat…
Let's pause for a moment on "Share a Coke", the the countryside An iconic campaign deployed and adapted locally in 80 countries. 👀 Remember, it was based on personalizing soda bottles: local first names and nicknames, popular cultural expressions… and even bespoke personalization via a website of the brand. In this campaign, where the brand went so far as to sacrifice its own logo. Everything was designed to encourage consumers to share a special moment, both in person and on social media.And unsurprisingly, the hashtag #shareacoke was a success online.
And then what? Today, personalized bottles considered “rare” are being resold on eBay…
KFC's glocal communication
In India, there are many dialects, more than 19.500. 🇮🇳 How to find your way around them? With its "Groups Meals" campaign, KFC innovated in this area. By encouraging its customers to place orders using geolocated voice-overs, the fast-food chain was then able to offer social ads in different dialects. The translation of the same advertising video was done automatically and instantly. In total, 6 versions of this contents were available in the country.
Fjällräven’s glocal communication
The Swedish online store, specializing in hiking clothing and equipment, has chosen to to rest his strategy social ads on meteorological algorithms🌤 In other words, their campaigns used real-time weather forecast data for a location to deliver the most targeted messages to different audiences. publicIt's ingenious to use the upcoming weather forecast to optimize the placement of its advertisements.
Fnac’s glocal communication
What does glocal communication look like at the point-of-sale level? To bring its stores to life at a local level, Fnac launched the "Local Meetings" concept.These initiatives help to promote cultural events in the neighborhood and to facilitate encounters with local artists.
Book signings, talks, concerts, workshops… Through this initiative, Fnac supports the local cultural scene while strengthening the engagement of artistic communities. We think it's fantastic, even if the We Are COM team hasn't yet been invited to a talk about their book. The Little Secrets of Big Brands (Available in all good Fnac stores). 📕
Leroy Merlin's glocal communication
Still on the point-of-sale side, Leroy Merlin has innovated by implementing a strategy of lead nurturing. Indeed, The brand had the good idea of inviting its consumers to visit the store to participate in real DIY classes.
For a very affordable price, between €15 and €29 for a 3-hour session, you'll learn how to use the brand's products and can even try them out firsthand. The goal? That at the end of each class, customers will buy the products presented. 🎯 Now that's a great way to guide both potential and loyal customers toward an informed purchase, using a pedagogical approach.
Lidl's glocal communication
Finally Creating a close relationship with consumers also means knowing how to showcase your employees. 💡 Lidl had this idea, since one of their sports ambassadors on social media comes directly from the retail sector. Vincent, a big fan of triathlon and badminton, and a self-proclaimed sports YouTuber, is actually a Logistics Manager for the company. It was through an internal competition that he stood out and became a brand ambassador on social media. Social MediaAn activity that provides him with an additional contract and remuneration.
It is worth noting that this concept seems to work, since today Lidl France has more than 230.000 subscribers on Youtube and more than 500.000 followers on Instagram.
