Indie Insights: Cracking the Code of UK Localised Marketing
In today’s interconnected world, the fusion of global markets with local communities has given rise to an unparalleled challenge: crafting marketing campaigns that can resonate universally whilst connecting with regionally-distinct audiences. This demand for a delicate equilibrium between broad brand messaging and culturally-tuned content has propelled localised marketing strategies to the forefront of successful business endeavours. The challenge extends beyond mere audience attention, to the cultivation of genuine relationships that reverberate on an individual level. The delicate interplay between global aspirations and local sensibilities within the UK forms the heart of the discourse in this piece.
These leaders from Worldwide Partners agencies across the UK and Ireland help us navigate the confluence of expansive brand visions and the nuanced expectations of local markets. We find out the importance of cultural sensitivity when developing localised marketing strategies, and how companies can ensure they are respecting local customers and traditions, especially given the four state make-up of the UK.
Navigating Local Waters
Harnessing the power of research, local experts and influencers.
In a world that demands both universal appeal and regional resonance, mastering localised marketing is paramount. Michael Hart of The Union emphasises the value of intimate knowledge, stating, “Do your research. Work with local experts or influencers.” The consequences of ignoring regional distinctions are evident, as seen when Just Eat UK, overtly supporting England in the World Cup, saw its Scottish clientele switch allegiance to local company, Scoffable.
Alex Thompson, planner at Northern Ireland agency The Ardmore Group, echoes this sentiment, noting the pitfalls of misidentifying a culture. “Not properly navigating a culture can at best make you seem inauthentic and ill-informed – at its worst it can stir controversy and uproar. It's something that local brands in Northern Ireland are actually really uniquely good at. They navigate cultural sensitivity like it's a second language – very much a product of our environment in a post-conflict society.” In Thompson's eyes, an essential part of the solution is transcreation. By co-creating material with target market experts, brands can ensure their campaigns feel audience-aligned and resonate deeply.
Over in Ireland, Ian McCabe and Cathy O'Donohoe of Pluto cite how UK brands often mistakenly treat Ireland as part of the UK. “As an Irish agency, we sometimes get lumped in with whatever will work in the UK will directly translate across to the Irish. Although we are small (5m +) we are mighty. And also different!” They stress the importance of understanding local sensitivities. “If you simply speak with a UK tone of voice, change the currency and the place name, consumers are so tuned in these days they see through it straight away. For all sorts of historical reasons Ireland has a sensitivity around how it's talked to, especially from UK brands.” The Pluto team says that brands that can do it right see huge levels of salience, offering the example of McVitie's, which curates content that deeply resonates with the Irish public due to its rooted understanding of their culture.
Navigating the nuanced waters of local cultures requires more than mere translation - it demands a deep dive into the unique subtleties of each region. Only by truly understanding and respecting these differences can a brand succeed in crafting a universally appealing, yet locally resonant campaign.
Beyond Stereotypes
Delving deep to understand and connect with regional values and cultures.
With sustainability on the rise, consumers are leaning towards local. Michael Hart believes that to connect, global brands need to "act and behave like a local operator". This might even involve partnering with regional businesses to bridge the 'outsider' gap.
Emmeline Kite, head of strategy at Five by Five, weighs in on the quest for authenticity. She underscores the necessity of delving beyond clichés, saying that brands “have to do their homework to get beyond the tropes”. Integration of regional insights, she suggests, can be achieved by involving locals throughout the campaign development.
Echoing the importance of understanding local values, Pluto's leaders point out Ireland's deep connection with customs and traditions. As they articulate, being "talked at from another country, historically hasn't gone well for brands in Ireland."
To truly connect beyond surface-level stereotypes, brands must immerse themselves in the intricacies of local values and traditions. Only then can they hope to be seen as authentic and valued contributors to the local narrative.
The Devil’s in the Details
The profound impact of subtle changes and understanding unspoken distinctions.
John Keane, CEO of The Ardmore Group, deciphers the significance of the unsaid, noting that "Cultural sensitivity is often in the nuance rather than the obvious...the what is left unsaid rather than what is said."
Alex Thompson observes the UK's unique localisation challenge given its intimate familiarity. He suggests that localised marketing should be more proactive, emphasising that it takes knowledge and skill to discover those nuggets of local insight. “The UK is quite unique when it comes to localisation – we've been waving at each other from across the water for thousands of years; in a lot of ways, we're intimately familiar with each other's cultures. The differences are harder to isolate, harder to leverage in a way that feels new and unique because we've co-existed for so long.”
For Emmeline Kite, the key is in the subtleties, as seen in M&S's recent TVC airing in Ireland. By reshooting scenes locally and changing school uniforms to be recognizably Irish, the brand ensured that the campaign deeply resonated with its target audience. “Seemingly quite subtle changes but really important in creating a sense of authenticity and making sure the ad didn't jar with the Irish audience.”
Ian McCabe & Cathy O'Donohoe remind brands of the significance of minor nuances, which can make all the difference. Authenticity, they argue, is more crucial than ever, concluding that in today’s market, "I'm not sure you can fake understanding that fabric anymore."
It’s the subtle gestures, the seemingly unnoticed changes, and the unspoken sentiments that truly shape a brand’s image in the local’s eyes. By embracing these nuances, brands can craft campaigns that are not just seen, but truly felt.
In today’s globalised era, the importance of understanding and navigating the complexities of regional sensibilities cannot be overstated. It’s not just about avoiding pitfalls or sidestepping controversies. At its core, successful localised marketing is about genuine connection and relationship-building. As our contributors have pointed out, true connection emerges not from broad strokes or superficial nods to local culture, but from a profound and respectful understanding of the nuances, values and subtleties that shape regional identities.
Brands that wish to make their mark must do more than tailor their messages. They must immerse themselves in the local narrative, understanding its history, its present and its aspirations for the future. Only then can they hope to craft campaigns that resonate on both a universal and individual level. Locally-rooted independent agencies, steeped in both market level knowledge and culture, are better positioned to address the localised mandate than an outpost of a multinational holding company. As we move forward in this interconnected age, it’s those brands that recognise and value the devil in the details, that will not just survive, but thrive in the richness of global markets.
