Case Study – The MediaLocate project – June 2023
As a B2B marketing consultant, my goal is to help companies like MediaLocate enhance their image of expertise within their target market and showcase their active involvement in the community. Through various marketing and communication projects, I aim to help them build lasting trust with their clients.
Franco Folini
Have you ever wondered why a global brand feels so “at home” regardless of where you are in the world? It isn’t just about translating words; it’s about localization, the art of adapting every visual and cultural nuance to resonate with a specific audience.
Recently, I’ve been working as a consultant with the team at MediaLocate, a group that truly lives by the motto “We Speak Human”. To showcase the sheer power of visual adaptation, I helped them put together a LinkedIn carousel featuring a masterclass in this craft: The Nike Case Study.
The MediaLocate Global Challenge
I want to invite you to a quick challenge to test your own cultural intuition. Nike is famous for its “Just Do It” spirit, but how that spirit is visualized changes dramatically across borders.
Take a look at these examples from the carousel and see if you can identify the localization cues:
- Australia: Notice the focus on the national women’s soccer team with “THE MATILDAS: ALL FOR TOMORROW”.
- China: The imagery shifts to the vibrant world of street dance with the slogan “OWN THE FLOOR”.
- Korea: Here, the focus is on national pride, specifically highlighting the names of individual stars on the national football team, such as Ji So-yun and Kim Hye-ri.
- Brazil: The setting moves to the streets, focusing on community running and finding the “ideal shoe for your objective”.
- France & USA: While both focus on “Stylish Sets” and comfort, the language and models are tailored to reflect each market’s specific aesthetic.
The Challenge: Which of these localizations surprised you the most? Is it the specific sport chosen for China, or the way Korea highlights individual athlete names? Drop a comment on the carousel and let them know!
Building Trust Through Cultural Competence
Working with MediaLocate has allowed me to dive deep into how global giants maintain their soul while speaking a local language. As a marketing consultant, my goal is to help companies like them bridge the gap between “global reach” and “local trust.”
When a company invests in deep localization—like the Nike examples shown—it tells the customer: “I see you, I understand your culture, and I respect your values.” This isn’t just good marketing; it’s the foundation of competence and market involvement.
I take pride in supporting organizations as they navigate these complex waters, ensuring their brand voice remains authentic while projecting an image of total immersion in their target markets. It’s about more than just moving products; it’s about building a relationship that transcends borders.
