The rules of digital are led by having the opportunity of doing more with less.
In performance marketing, that stance would be in the form of a question: How to improve results, reduce the workload, and reach an audience who may know about you, or at least not yet - all at once?
This is where localization comes in.
This case study will show you how Genero and Ruokaboksi hit performance goals while delivering thousands of localized experiences through more than 110 areas, lowering CAC by 47%.
What is ad localization on Paid Social?
Ad localization is the process of adapting the copy, design, and layout of global ads for a local audience.
Localized ads can be created to target a particular locality, city, region, or country, and the dynamic creative will differ depending on the localized element used in targeting. With restricted access to user data since the privacy updates, localization, with the right form of automation, may be the only secure strategy in today’s Paid Social advertising.
Key challenges of localization
When executing a successful localization campaign, you’ll encounter two common challenges:
- How to produce the required number of assets?
- How to actually get the ads into a campaign?
Localized contextual creative is the best way to drive up interactions, lowering advertising costs. But, contextualizing the creative is challenging even with a small number of localized elements, so if you were to deal with hundreds of locations, it’d be near impossible to produce all the required assets.
Both these tasks are time and resource-intensive. If you’d want to contextualize your ads for the locations you’re targeting, you’d need to design creatives manually and then replace each element to localize it.
That’s a huge burden for the design and marketing teams. Your time and cost investments rise the more products you have and the more locations you want to target. As a result, it’s hard to make changes to your existing campaigns.
Without the capability to localize every single ad element, it becomes harder to stay relevant in niche markets where local competitors are competing for the same audience segment.
Case: How Genero helped Ruokaboksi execute localized campaigns with more than 1200 personalized ads
Genero are a full-service Nordic growth and performance marketing agency. They work with Ruokaboksi, a Finnish meal kit service that delivers recipes and ingredients to their clients.
Ruokaboksi needed well-defined growth strategies, resource allocations, as well as optimization of media and digital marketing strategies and channels.
Improving results on a local level
In order to get better results, Genero need to get Ruokaboksi’s CPMs down, in which case they needed to get more granular.
Targeting and optimizing on a city level allows for better frequency and impression control than relying on campaign budget optimization.
Also, they believed that personalized creative outperforms the generic one, but had concerns with production costs and time requirements.
Personalizing every ad for each location
Having several campaigns, hundreds of ad groups and thousands of ads is a serious structure to manage if you do it manually. Genero did this in mere minutes.
To launch a localized campaign, first they prepared a sheet, which is a list of locations. This list provides them with campaign and creative information.
- Connect - Putting the data into use. Genero connected their data to Hunch by creating a catalog. The catalog pulled and synced the data from the sheet, which acts as a dynamic feed. A catalog means that the data stays dynamic, so if they changed something in their feed, it would reflect on their catalog in Hunch, thus the campaign on Facebook.
- Design - Building creatives in the Hunch Creative Studio. Within the Studio, Genero combined design elements with dynamic data. Since the dynamic data is coming from the feed, they managed to output hundreds of creative versions with just one template.
- Launch - When launching a dynamic location campaign, Genero created a master ad set template, on which account they created 230 variants. This means that they set up basic information, but used dynamic targeting and feed values to tell the system to read the catalog and use the feed data to create an ad set for each location.
Ruokaboksi targeted 110 different areas and local slangs, as well as different neighborhoods and demographic groups.
Their intent was to localize static images on the creative side with dynamic elements such as city names and CTAs addressing those cities (“Hei Rauma”). In bigger cities, they divided areas into smaller neighborhoods, addressing the community in their local slangs which quickly grabbed the users' attention driving clicks and engagement.
The second line of communication was addressing different demographic groups. Ruokaboksi called for families with children (“Perheita”), younger and older couples, as well as singles to try out their offers. Every demographic group had a matching image background.
Testing showed that highly-personalized localized creatives resonate best with their target audience.
CAC down by 47%
Ruokaboksi scaled spending, lowered CAC and CPL, and significantly reduced their workload by embracing the localized approach.
Numbers always speak for themselves:
- 230 ad sets
- more than 1200 Facebook ads
- CPL drop by 82.4%
- CAC drop by 47%
Takeaway: How to successfully utilize workflow automation to create localized experiences at scale
You can not only automate the creation of localized dynamic ads but also the whole workflow, managing your media spend while setting up localized targeted ads.
It’s as simple as:
- Creating a list of localized elements (locations, languages, demographics, weather, products, price…) with which you want to advertise your offer
- Connecting the data feed to Hunch
- Designing a dynamic template
- Launching your localized campaign in mere minutes
If you’d like to find out more about how Hunch can help your business increase sales through localized social advertising, then please don’t hesitate in getting in touch for a free strategy call.