Bridging the Global-Local Marketing Divide
CAMEL/ JTI
One of the biggest challenges facing large global brands is how to organise their marketing function.
Should work be created at a global or regional level and handed down for local markets to implement, or should those closest to the cultural nuances of the territory be empowered to create their own more relevant activity?
It’s a touch choice, with both ways - and their many different flavours - having their own advantages and disadvantages.
However, in 2015 Camel came to us with an interesting and novel idea: what if there were a central internal platform where local markets could work with the global brand team to explore, produce and share new campaigns, both in isolation and in partnership with other markets?
To develop this idea further, we conducted qualitative and quantitative research across the locales: first to get an understanding of who we were designing for and the ways in which the product might help them; and second to test a variety of different prototypes and concepts.
The result was a social media-esque MVP that enabled local markets to share their case studies and assets for others to use, with the promise of bigger budgets being allocated to them if they could prove the trifecta of effectiveness, brand consistency, and take up by other local markets.
EXPERIENCE DESIGN | SERVICE DESIGN | DIGITAL | INNOVATION
Agency: Matter Of Form | Work: Live Project
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