Trying to look “local” in a new market often backfires spectacularly. Superficial adaptations – like slapping local slang on your ads or using stereotypical imagery – get spotted as fake immediately. Consumers have finely tuned authenticity detectors and they can smell a tourist trying to act like a local from miles away.
The problem stems from a fundamental misunderstanding of what localisation actually means. It’s not about cosmetic changes or linguistic swaps. It’s not about replacing actors in your ads with people who “look local” or throwing in references to local landmarks. These surface-level changes often come across as pandering at best and offensive at worst.
True localisation isn’t about translation; it’s about collaboration. It requires humility and a willingness to listen rather than assume. Partner with actual locals who understand cultural nuances – not just to approve your ideas but to generate them. Test campaigns in specific neighbourhoods before citywide rollouts. Recognise that each community has its own codes, references and sensitivities that can’t be learnt from a distance.
Remember: authenticity can’t be faked; it must be earned through genuine community engagement. This means investing time in understanding the cultural context, historical background and current social dynamics of each market. It means recognising that a strategy that worked in one neighbourhood might fail spectacularly in another, even within the same city.
The most successful localised campaigns don’t try to appropriate local culture, instead, they contribute to it. They find ways to add value to communities rather than extract credibility from them. They recognise that becoming part of a local landscape takes time and consistent presence, not just a clever campaign.
Brands that get localisation right understand that it’s not about making their existing identity appear local – it’s about allowing their identity to evolve through genuine interaction with local communities. They see localisation not as a marketing tactic but as a long-term commitment to becoming part of the fabric of each place they operate.