Last updated Sep 6th, 2022
The rules of digital are led by having the opportunity of doing more with less.
In performance marketing, that stance would be in the form of a question: How to improve results, reduce the workload, and reach an audience who may know about you, or at least not yet - all at once?
This is where localization comes in.
This case study will show you how Genero and Ruokaboksi hit performance goals while delivering thousands of localized experiences through more than 110 areas, lowering CAC by 47%.
Ad localization is the process of adapting the copy, design, and layout of global ads for a local audience.
Localized ads can be created to target a particular locality, city, region, or country, and the dynamic creative will differ depending on the localized element used in targeting. With restricted access to user data since the privacy updates, localization, with the right form of automation, may be the only secure strategy in today’s Paid Social advertising.
When executing a successful localization campaign, you’ll encounter two common challenges:
Localized contextual creative is the best way to drive up interactions, lowering advertising costs. But, contextualizing the creative is challenging even with a small number of localized elements, so if you were to deal with hundreds of locations, it’d be near impossible to produce all the required assets.
Both these tasks are time and resource-intensive. If you’d want to contextualize your ads for the locations you’re targeting, you’d need to design creatives manually and then replace each element to localize it.
That’s a huge burden for the design and marketing teams. Your time and cost investments rise the more products you have and the more locations you want to target. As a result, it’s hard to make changes to your existing campaigns.
Without the capability to localize every single ad element, it becomes harder to stay relevant in niche markets where local competitors are competing for the same audience segment.
Genero are a full-service Nordic growth and performance marketing agency. They work with Ruokaboksi, a Finnish meal kit service that delivers recipes and ingredients to their clients.
Ruokaboksi needed well-defined growth strategies, resource allocations, as well as optimization of media and digital marketing strategies and channels.
In order to get better results, Genero need to get Ruokaboksi’s CPMs down, in which case they needed to get more granular.
Targeting and optimizing on a city level allows for better frequency and impression control than relying on campaign budget optimization.
Also, they believed that personalized creative outperforms the generic one, but had concerns with production costs and time requirements.
Having several campaigns, hundreds of ad groups and thousands of ads is a serious structure to manage if you do it manually. Genero did this in mere minutes.
To launch a localized campaign, first they prepared a sheet, which is a list of locations. This list provides them with campaign and creative information.
The centralized sheet is all Genero needs as a source of input for the ad’s creative production.
Based on feed data, the copy and creative change for each location.
Genero created one master ad set that picks the data from the feed.
Ruokaboksi targeted 110 different areas and local slangs, as well as different neighborhoods and demographic groups.
Genero launched 1200 ads for 110 locations in mere minutes.
Their intent was to localize static images on the creative side with dynamic elements such as city names and CTAs addressing those cities (“Hei Rauma”). In bigger cities, they divided areas into smaller neighborhoods, addressing the community in their local slangs which quickly grabbed the users' attention driving clicks and engagement.
Address different demographic groups with according copy, CTA and offers.
The second line of communication was addressing different demographic groups. Ruokaboksi called for families with children (“Perheita”), younger and older couples, as well as singles to try out their offers. Every demographic group had a matching image background.
Testing showed that highly-personalized localized creatives resonate best with their target audience.
Ruokaboksi scaled spending, lowered CAC and CPL, and significantly reduced their workload by embracing the localized approach.
Numbers always speak for themselves:
You can not only automate the creation of localized dynamic ads but also the whole workflow, managing your media spend while setting up localized targeted ads.
It’s as simple as:
Launching your localized campaign in mere minutes
If you’d like to find out more about how Hunch can help your business increase sales through localized social advertising, then please don’t hesitate in getting in touch for a free strategy call.
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