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Localized Marketing System
This project developed and implemented a system for localized messaging and performance data. Using Percolate Campaigns, Arla's global brand managers are able to develop the creative strategy, ultimately sharing creative assets across markets in a single platform. This asset sharing can result in enormous savings over time, but only when there is a system in place to support it. One of Arla’s local brands — Castello Cheese — created short videos of food aficionados showcasing its products for diverse cooking and serving uses. Using Percolate’s Digital Asset Manager, the team at Castello not only had a central place to store the videos, but also the ability to distribute them to ten local markets. Within minutes, these short videos could be re-used around the world, driving $50,000 in savings on a single video. This global-to-local asset sharing and visibility into campaign performance was instrumental for Arla in measuring one of its biggest global campaigns to date. The brand partnered with the Hollywood film Burnt —starring Bradley Cooper and Sienna Miller— to promote Castello Cheese. Arla’s strong local network of dairy farms, chefs, and culinary aficionados allowed the brand to create custom assets for fans after the film was released. For example, one of the chefs Arla works with in Denmark created 14 restaurant-style recipes for the brand’s audience — they are “everyday aficionados”, as Lorenza Marzocchi, a Global Senior Manager on Arla’s marketing team, describes them. All visual assets were created at the global level and templated for local teams to use, ensuring the Castello brand message was locally translatable. After accessing the assets in Percolate, local marketers could adapt the language and swap out local customs, all while maintaining overall brand consistency. This process proved cost-efficient for Arla, saving time and resources for the marketers on local teams. Unverified Credits - Thomas Heilskov, Global Digital Director at Arla Foods Sources - https://percolate.com/customers/arla-foods# - http://read.prclt.com/Arla-Foods-Case-Study.pdf
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