Being able to get your message heard across the globe is both exciting and powerful. I have managed a couple of international campaigns and have realized that there are few factors to take into consideration before getting started, and I would like to share some tips and tricks that might serve as help. Hopefully you will find the best formula for developing a global campaign!
🗓 Campaign calendar
Start by creating a timeline for your campaign – you can outline your strategy and ideas from the beginning of your campaign to the end. This is a great way to keep track of your progress and to compare timelines for your different campaigns depending on the country. It can take up to a week to get translations ready, the onboarding phase might take longer in a specific market, the response rate might be quicker/slower depending on the communication method etc.
I promise you this will give you a better overview of how much time each step takes along the way. Analyzing and optimizing is key!
Companies and customers can do business across all borders and in all languages, opening up wide new markets for business growth. But before launching a global campaign, consider using a professional translator and avoid using Google translate since it will most likely backfire. Something that struck me was that when I started contacting the local influencers in their own language the response rate was much higher and the responses were more positive. Depending on the response you can ask the person if they wish to continue speaking in that language or if you can reach a common ground. Make sure to run all copy, video and content through professional translation as well to ensure brand safety.
🤷 Local misunderstanding
Communication challenges, different time zones, languages and cultural differences – these are just a few examples of what you might stumble across when doing an international campaign, and unfortunately they are all inevitable. Advertising something in one country might not be appropriate in another, and you wouldn’t want to create a campaign that ends up confusing or offending your audience as it might cost money and damage your brand.
My best tip is to do research and carefully plan ahead. Having a clear strategy will facilitate the campaign process and avoid potential bumps along the way.
🧐Research your market
Do some research before diving in! Appropriate questions to investigate are for example:
- What is popular and trending in the specific country? Snapchat might be THE platform to use to reach your target audience as opposed to Instagram for example.
- What are the laws and regulations in this country when it comes to branded content?
- Is the product available or banned in this country? Will the influencers be able to access it?
- Higher/Lower CPM? Have in mind that the CPM price varies by country.
🙋Last but not least – don’t be afraid to ask for help!
Running a global influencer campaign isn’t easy and it can be tricky, especially if you don’t have the time or resources to do it right the first time. At Massfluencer, our experienced team has successfully managed campaigns all around the world. Thanks to our large amount of data we can easily identify the best-performing local influencers best suited for your brand. If you have any questions or want to know more on how to bring your brand to the next level, feel free to contact us directly!
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