Consumers today expect highly personalised and relevant communication from brands: 57% of consumers are happy to share data in exchange for personalised offers. Accenture is forecasting next-generation personalisation, or hyper-relevance, to become a major trend in the near future. This is when personalisation is dynamic, always available and reacts real-time to a customer’s ever-changing circumstances. By creating highly personalised messaging, companies can signal that they are interested in serving consumers’ best interest, which can help to build trust and long-term relationships – given privacy policies are respected.

Today we are more interconnected than ever before – thanks to technological innovations, social media, global trade and travel. Yet, there is lots of diversity among countries, climate and culture to name a few. Even within a single country there are typically regional differences influencing individuals’ lifestyle preferences and behavior as a consumer. This is  something brands should take into account when targeting vast audiences.

From Global Strategies to Connecting with Local Consumers

Global brands are facing a real challenge: how to run huge global businesses that are also localised. Innovative big names like Lululemon, Nike and Uniqlo have already noticed that simply translating global content for local subsidiaries doesn’t work. For them it’s about finding the balance between economies of scale and being able to connect with local communities. First of all, brand experience needs to remain consistent, but at the same time offering needs to be relevant and resonate with targeted audience segments. Gone are the days when mass production was the key to success, especially when targeting younger generations. For them, expressing individual truth is fundamental. Moreover, they are looking for personalised, unique experiences. They want to be heard and treated as individuals instead of a faceless mass.

There are many ways how brands can better connect with local communities. Some brands like Lululemon and Sweaty Betty do this partly in a traditional way by offering sweat sessions at local stores for brand lovers. To take a step further, brands like Nike are creating intelligent apps where you can find highly tailored content and your local communities to train with. Highly localised services are not only a great opportunity to promote your brand and sell on impulse, but also an opportunity to gather valuable feedback and data about your customers. The most powerful platforms today are social networks Ads on social channels can hugely influence the purchasing decisions of consumers when the content is relevant and in-the-moment. For instance, a fashion retailer could alert local customers passing their stores about new arrivals and in-the-moment stock levels with a personalised, Dynamic Instagram Stories ad using mobile geo-targeting

The Many Benefits of Automated Marketing

An intelligent way to connect at a local or even at an individual level is to create relevant, localised marketing campaigns at scale with cutting-edge automaated technology. According to statistics collected by Hubspot, 79% of top-performing companies have been using marketing automation for three or more years, and 80% of marketers using automation software generate more leads. Read more on Automation in our blog post. However, many companies still struggle with automation and personalisation. This is where the right creative ad tech partner is highly valuable by helping to release company resources and speed the output process.

The AI-powered and fully automated Spirable platform is used by major global brands to generate highly personalised, data-driven video marketing campaigns with a single video template. The platform is capable of generating hundreds of thousands of personalised videos for different audiences in different locations, without adding extra work for local marketing offices. With Spirable, brands can create hyper-localised and relevant video creative at scale. As well as location, brands can use other data to personalise their creative such as, 1st party CRM data, live data feeds such as the weather or current stock levels and other audience based targeting data from social networks. The videos are dynamically updated using the data and thus, the content is always fresh and timely. Dynamic videos can be delivered across social media, display and CRM systems.

How Captain Morgan, Domino’s and Guinness are Using Localised Video to Increase Engagement and Conversions

Our Cannes Lion nominated campaign with Captain Morgan helped the company to increase brand engagement. The Spirable platform was used to create over 50 geo-targeted ads sets with a drink offer for over 50 towns and cities in the UK. Using dynamic posts on Facebook, we targeted content to an individual user’s location in an engaging post from The Captain. When users clicked through, it directed them to a Chatbot where they were engaged in a conversation with The Captain, resulting in a coupon for a free Captain Morgan & Cola. Once the user redeemed their free drink, the Chatbot sent a personalised video with name & bar via Spirable. Check out the video case study here.

Similarly, we worked with Guinness to bring people together at local pubs to watch rugby matches while enjoying Guinness. 1,200 bars in the UK and Ireland were targeted with unique, localised Facebook video ads. The videos were automatically updated based on time of day and sporting fixtures. Overall 18,000 dynamic video ads were generated for 779 individual audiences reaching 1.65 million people with 2.5 million impressions. Watch the Guinness case study video here.

We’d love to talk to you to help you increase engagement and conversions with localised video. Contact us today