Other variations included Korea’s Grapefruit Coolata, Lebanon’s Mango Chocolate Donut, and Russia’s Dunclairs. I was surprised to see Dunkin’ Donuts in Lima, Peru and my tour guide told me that it’s very popular.īoth Dunkin’ Donuts and Domino’s Pizza have designed local customization for this experience by shifting the menus to meet local cuisine traditions.Īlthough National Donut Day may be a US-centric ‘holiday,’ Dunkin’ Donuts utilized that to activate other branches outside the US to celebrate by promoting special-featured donuts for that day! On June 1, Dunkin’ Donuts China served dry pork and seaweed donuts. US fast franchises such as McDonald’s, Subway, Domino’s Pizza and Dunkin’ Donuts are popular outside the US soil. This is a great example of finding the balance between having a local persona while playing on a global playing field. This campaign was so successful, it engaged more than 3 million people in less than 3 weeks. It also encouraged people to use the gift card to book Airbnb listing and drive traffic to their sites across countries. A clear-call-action and monetary incentive enticed people to engage and built awareness for Airbnb. The $10 gift acted as an extra incentive to motivate people to act. Spreading random acts of kindness is relatable from region to region, and from culture to culture.
It was easily scaled across regions using the same hashtag. This is a great example of global without much of localization. In 2015, Airbnb launched a social media campaign called #OneLessStranger.Īirbnb gave 100,000 customers a $10 gift to perform random acts of hospitality for strangers and either take a photo or video with the stranger. So, how does Airbnb keep that personal touch and integrate with the local culture everywhere that it calls home? I think we can all agree that 34,000 cities constitute global reach. Since their early days in 2008 in San Francisco, California, Airbnb has expanded to 1.5+ million listings, allowing users to list and book accommodations in more than 34,000 cities around the world. AirbnbĪirbnb might have got its start by craftily crawling local Craigslist listings, but they have grown to become a truly global brand. Here are some marketing examples that show the merging of both global and regional applications. The plan will require you to think and act locally but tie actions to a global strategic plan that affects every aspect of the company. This is especially powerful when you are implementing a regional content marketing plan. The line between local and global continues to blur which means global and local teams need to ideate strategies together to secure a wider, more impactful reach.Įvery part of your plan needs both a global and local perspective. And global news can easily be accessed remotely via mobile phones. With news traveling in lighting speed, the local news can easily go viral and become national or global news. “Think globally, act locally” may make sense, but we really need to think and act both globally and locally in the digital world. In addition, headcount, roles, and responsibilities can also influence the balance of global vs. If the budget is more centralized, assets are likely to be managed at the corporate level. If the products are heterogeneous, messaging and creative development of campaigns will naturally tend toward more customization. management preference and budget allocation.If you market your products and services across different countries, you likely encounter the discussion of global vs.
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