Two-Minute Case Study - Lancôme's Glocalization Glow Up
Learning Stats
Niveau CECRL
Total Words
Unique Words
Difficulty
Sous-titres (55 segments)
Downloadfor most Americans eating KFC is an
average Wednesday night but due to a
decades-long
ad campaign KFC has become synonymous
with Christmas in Japan so how can other
global brands get a taste of
localization for every dollar spent on
localization friends have seen a return
on investment of $25 this is Bo Kim
advisory principle for beauty Europe at
Gartner for marketers when we think
about localization especially around
email beauty is behind which is a huge
missed opportunity as localized emails
drive higher open rate versus non
localized emails in the case of
Instagram in France about 10% of brands
offer local handle which is rightfully
so while about 50% of Instagram posts
are on a regional handle they only
generate about 6% of interactions
Lancome is a brand that has really
nailed both Instagram and email in terms
of localization Lancome has a strong
global handle that has over 4.5 million
followers but when they launched it
though they didn't just stop it posting
on their own handle Lancome partner with
Sephora France tapping into their
audience both on the infeed and it's
stories perspective in the case of email
Lancome sent a localized email campaign
before the launch to drive buzz and post
launch they partner with a local flower
boutique to provide a limited-edition
bouquet featuring the perfume so how did
this help Lancome on so far Frances
Instagram Lancome Shira voice has
increased from 3% to 17%
quarter-over-quarter and in Sephora
Frances website on adults product page
traffic has also increased on Lancome
death our traffic from email has doubled
in the month of lunch versus the
entirety of 2019 so what can brands
learn from Lancome global brands should
continue to capitalize on their brand
equity and their brand image but when it
comes to launches across multiple
regions brand should pursue local
partnerships and provide localized
campaigns to resonate that of the local
audiences
you
you
Key Vocabulary (50)
toward
"Go to school."
belonging
"Cup of tea."
also
"You and me."
inside
"In the house."
specific
"That book."
A third-person singular pronoun used to refer to an object, animal, or situation that has already been mentioned or is clear from context. It is also frequently used as a dummy subject to talk about time, weather, or distance.
Used to show who is intended to have or use something, or to explain the purpose or reason for an action. It is also frequently used to indicate a specific duration of time.
A preposition used to indicate that something is in a position above and supported by a surface. It is also used to indicate a specific day or date, or to show that a device is functioning.
A preposition used to indicate that people or things are together, in the same place, or performing an action together. It can also describe the instrument used to perform an action or a characteristic that someone or something has.
Used to identify a specific person, thing, or idea that is physically close to the speaker or has just been mentioned. It can also refer to the present time or a situation that is currently happening.
A coordinating conjunction used to connect two statements that contrast with each other. It is used to introduce an added statement that is different from what has already been mentioned.
Used to indicate the starting point, source, or origin of something. It can describe a physical location, a point in time, or the person who sent or gave an item.
A third-person plural pronoun used to refer to two or more people, animals, or things previously mentioned. It is also commonly used as a singular pronoun to refer to a person whose gender is unknown or to someone who identifies as non-binary.
A possessive determiner used to show that something belongs to or is associated with two or more people or things previously mentioned. It is also commonly used as a singular possessive when a person's gender is unknown or to be gender-neutral.
An adverb used to emphasize the quality, intensity, or extent of an adjective or another adverb. It indicates that something is very or extremely high in degree.
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Description
When it comes to ad campaigns, global efforts aren't one-size-fits-all—what resonates in one location might not on the other side of the world. This is where global and local efforts, or...
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