Examples of Successful Localization from Around the World
Do you wonder how a beverage company born in a small settlement in America can find a place in fridges where are in the most remote corners of the world and how a Japanese game company endear itself to children from every culture?
The answer is simple! Successful marketing and localization work!
Now let’s take a look at the different localization examples from around the world. You can be sure that these examples will inspire you!
Localization Examples From Different Sectors
Share Your Coke with Defne
In 2013, Coca Cola carried out a new campaign. The slogan of the campaign was quite simple, “Share a Coke”. The company that removed the logo from the coke bottles and put the word “Share a Coke with John” in place, has made such a series with the most common names in society. Each coke box contained a different name. In this way, it tried to provide a bond for the consumer by customizing the product.
If you say where localization will come into play, we are at that point. In the Irish market, John and Sarah were replaced by local names such as Aoife and Oisin. In this way, the campaign also reached its goal in Ireland.
What if the names create a problem?
When it came to the Chinese market, things got different. Because in Chinese culture it is perceived as disrespectful to address someone directly by their first name. The Chinese generally use one’s surname and a way of addressing that defines and honours them. This situation was completely contrary to the campaign logic of Coca Cola, aimed to communicate and connect directly with the consumer. How did Coca Cola survive this? By using expressions such as “classmate, best friend, lover” instead of names, the company managed to adapt to the Chinese culture without deviating from the main goal of its campaign.
Thus, cultural barriers were easily overcome.
How Nintendo Exceeded America’s Conservative Walls?
In the 1980s, when it came to game consoles, the first name that came to mind was Nintendo. How a Japanese firm managed to dominate the American market is the result of highly successful localization work.
At that time, Nintendo carried many elements that violated America’s conservative family structure. For this reason, a special censorship mechanism was implemented for Nintendo America.
In the 1980s, while America had a conservative family structure, the society in Japan was free and progressive. Some of the elements included in the games were not tolerated by the American people due to this cultural difference. In order to overcome this obstacle, Nintendo specially removed many items such as sexuality, profanity and emotional death scenes from the American market. With this transformation, Nintendo became a great leader in the country in the 80s and 90s.
As you can see, Nintendo succeeded by updating its product and examining the market it wanted to dominate.
Introducing The Indian Dominos
It is thought that people can barely adapt to food culture among other cultural elements and consumption habits. For this reason, there are more obstacles and prejudices that companies in the food sector have to overcome when getting into new markets. Here is a company that successfully combated these obstacles!
Dominos has a 20% share in the foreign fast food restaurant market in India. This success is due to accurate analysis and localization work.
At first, one could easily see that Dominos’s existing food formulas will not adapt to India’s consumer culture. As a matter of fact, when the company first came into the market, it showed how big this situation is with its sales numbers. In spite of all these obstacles, the company did not give up and started working to make the kitchen suitable for the culture where spicy dishes are served. Adding local spices like curry, tikka masala to their pizzas, the company also took steps to bring its visible face to the local. The firm employs completely Indian people in recruitment, thus integrates its image with an Indian look.
McDonald’s Is Also In The Pursuit Of Dominos
Everyone was very surprised when McDonald’s announced that he would open his first shop in India years ago. How does a company with beef as its main product, can exist in a country where cows are considered sacred? Of course with localization work!
The world giant, known for its Big Mac, revised its menu and released a brand new menu based on local demands and culture. Today, McDonald’s is one of the largest fast-food chains in India.
How they managed is very clear. They shaped their product according to local demand. They did not limit themselves to a single language and developed local marketing strategies.
Samsung Pursuing the French Revolution
Samsung, which we can see in the technology markets all over the world, could not find its place in the French market until 2010. At that time, in France, where companies like Nokia and Apple were the dominant power, Samsung wanted to create a place for itself and started to work. The studies brought an ingenious marketing strategy. Knowing the interest of the French in art-related activities, the company organized an art exhibition. The exhibition at the Petit Palais, the iconic venue in Paris, was quite different from ordinary exhibitions. Samsung exhibited the works of art on high-definition TV screens and welcomed over 600,000 curious visitors from the first month.
Instead of sharing the advantages and quality of its products directly with its target audience, Samsung made itself visible in the country by using the art interest of the French and now, it has a very prestigious image in the country.
Examples of Online Localization
Considering the close connection humans have with smartphones and online services, the reflection of localization efforts on the digital world is also very important. Firms’ ability to design their websites in accordance with the new markets and cultures can provide a much larger contribution than they think. We can show Nescafe as the first example.
A Web Site Based on User Experience: Nescafe
Offering users a website experience in their native language, Nescafe aimed to provide high satisfaction in customer experience by creating different site designs. The website for America includes short paragraphs and the use of the dominant logo. For Japan, a more modular design draws attention. The images are kept as simple as possible, with more explanations. Nescafe’s top company, Nestle’s logo, is also included on the site. It’s because this logo is better known in the country.
Localization for Drawing Attention to Problems: WWF
The World Wildlife Fund (WWF) is an organization that tries to draw attention to various problems and social responsibility activities around the world. The organisation, which has a lot of information on its website, made a smart move and increased campaign success by digital localization. In the regions where it serves, the foundation has highlighted the problems specific to the region, thus creating a more targeted audience-oriented image. For example, tigers that are likely to attract more attention on the Indian website of the association, while in Canada it’s articles on relevant local issues, such as Canadian water data and the growing threat to salmon populations.
As you can see, non-governmental organizations can make a difference thanks to their localization efforts.