What’s International Advertising? See 13 Companies with Good Methods

International advertising and marketing is now not reserved for manufacturers with deep pockets, neither is it a trouble for advertising and marketing managers who deal with all advertising and marketing efforts.

At present, any enterprise could make its mark globally with a inventive method and a strong grasp of worldwide markets.

So, let me stroll you thru what a very good international advertising and marketing technique ought to seem like and share a few of the greatest examples worldwide.

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International advertising and marketing is not a brand new idea. Established firms like Coca-Cola have been utilizing this technique to succeed in their worldwide shoppers for many years.

With the invention of social media, web sites, and different internet marketing companies, international advertising and marketing has grow to be very simple. Each small and huge companies can use this method to broaden their shopper base.

This advertising and marketing method requires methods that will help you grasp the worldwide markets and join with the patron in essentially the most acceptable method.

In my expertise, this begins with correct new advertising and marketing analysis to grasp who your shoppers are, the nations they’re from, what type of your services or products enchantment extra to them, and one of the best method that can work for them.

The advertising and marketing course of may additionally require localizing your model to replicate the wants and needs of the folks the technique means to succeed in.

With that mentioned, localization is vital for each international advertising and marketing plan. Some manufacturers go for a world standardization technique, that means it’s the identical for everybody.

5 International Advertising Methods Defined

1. Localization

Localization means adapting a model, product, or service to really feel prefer it’s made for a particular native market, even when it initially comes from some place else.

Right here’s what advertising and marketing localization normally entails:

Translating content material into the native language.
Adapting type and format to match native shopping for habits.
Tweaking visuals, colours, and designs to go well with cultural preferences.
Displaying costs in native forex and the best measurement items (e.g., metric).
Formatting dates, addresses, and telephone numbers primarily based on native norms.
Utilizing widespread native communication channels.
Making certain international campaigns adjust to native legal guidelines.

“We localize content material into 4 completely different languages, however we by no means simply translate it. We guarantee every bit, from weblog posts to social media, is exactly tailor-made to every market,” says Mia Jozipović, Content material Supervisor at FamilyCare Group.

“For instance, we created 4 articles about pet-sitting costs in Croatia, the Czech Republic, Slovakia, and Hungary. Every article had its personal distinctive infographic that includes a map of the precise nation, highlighting native costs. These articles are amongst our best-ranked for a motive.

“Right here’s how maps look in two related however fully completely different (localized) articles:

“One other factor we all the time attempt to do is discover a related influencer or knowledgeable from every market once we localize an article,” she added.

“Mainly, we crew up with 4 completely different specialists from 4 completely different nations for a similar matter. This not solely boosts the article’s credibility but additionally makes content material distribution extra profitable. And naturally, the content material feels extra relatable to native readers.”

Questioning how poor localization appears to be like? Uber Japan is an ideal (or higher but, imperfect) instance.

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The app’s consumer expertise is full of missteps, like mixing English and Japanese within the account setup, requiring names within the Western “First-Final” format moderately than the Japanese “Final-First,” and utilizing a U.S.-style handle entry that ignores Japan’s auto-fill by postal code.

These oversights reveal the pitfalls of straightforward translation with out true cultural adaptation.

Professional tip: I don’t advocate utilizing on-line translators or a ChatGPT for this goal. Rent native content material creators or companies that perceive the nuances of the market to proofread all of the texts. Not solely do they guarantee your content material is linguistically correct but additionally culturally resonant and fascinating.

2. Glocalization

No, this isn’t a typo. The time period “glocalization” merges “international” and “native”. It blends international advertising and marketing methods with native aptitude, and it’s a sensible method for companies to attach with completely different buyer bases.

This method is especially efficient in industries like retail, the place shopper preferences can fluctuate considerably throughout areas.

IKEA gives an incredible instance of this.

They actually get how dwelling areas fluctuate all over the world. For example, in Japan, they provide smaller furnishings items that match these compact residences completely.

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Moreover, in India, IKEA tapped into native optimism by emphasizing that enhancing house life does not require wealth. Their advertising and marketing highlighted household values and easy pleasures (issues Indians actually recognize) — positioning the model as accessible to all.

In addition they engaged the neighborhood by workshops and small occasions and thus fostered a way of belonging and connection.

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In South Korea, IKEA centered its advertising and marketing on the brand new president’s message about happiness.

They inspired folks to make comfy properties with out spending loads, which resonated with busy Koreans wanting stability of their lives. To earn belief, IKEA promised to take a position in the neighborhood long-term and labored carefully with native leaders to handle issues about international competitors.

Ulf Smedberg, former IKEA Nation Advertising Supervisor, revealed what the corporate did first:

“Our first and arguably our most vital step was to grasp the tradition of the nation and the aspirations of its folks. We researched what life at house is like for native shoppers and tried to get a really feel for his or her wants, expectations, hopes, and goals. Solely then may we begin to place the IKEA model and create a suggestion that is smart in that context.”

Professional tip: I like to recommend creating a two-tiered advertising and marketing technique the place international campaigns set the overarching theme, however native groups have the flexibleness to regulate techniques, messaging, and execution to suit regional preferences and developments.

3. Transnational Technique

A transnational technique means mixing international effectivity with native aptitude. It’s about tweaking sure components of a product or advertising and marketing technique to suit native markets whereas nonetheless having fun with the perks of centralized operations.

Firms discover a candy spot between being globally constant and regionally related by standardizing some issues, just like the core options of a product, whereas customizing others – e.g., packaging and promoting.

Take Pepsi, for example. They usually change up their bottle designs to showcase native sports activities stars or groups throughout large occasions just like the Olympics and the UEFA European Championship.

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So, whereas the drink inside stays the identical regardless of the place you might be, the surface displays what’s widespread and significant in every nation.

Professional tip: Create suggestions loops that permit native shoppers to voice their preferences. Use surveys or social media polls to collect insights, guaranteeing that advertising and marketing methods stay aligned with shopper needs.

4. Product Adaptation Technique

The product adaptation technique tailors merchandise to suit native wants or preferences with out shedding their core id.

You’ll see this throughout industries, the place firms tweak options to align with cultural expectations or meet native laws.

The automotive trade is among the greatest examples.

Automobile producers tailor every part from steering wheels to security specs primarily based on the nation. In Australia and the U.Ok., automobiles are produced with right-hand steering wheels, whereas within the U.S. and far of Europe, they’re on the left.

In addition they alter flip sign colours — purple within the U.S. versus amber in Europe — to adjust to regional laws.

Tech firms additionally apply adaptation.

For instance, PlayStation has completely different energy plugs for the U.S. and Europe.

Moreover, whereas the Chinese language and American variations of the Apple iPhone are related in working programs and options, there are some variations. For example, FaceTime audio calls are disabled by default on iPhones bought in China, whereas they’re enabled on American fashions.

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Professional tip: Design merchandise with modular options that may be simply custom-made to suit native preferences. For software program, guarantee it has modular choices that permit for simple updates or modifications with out redesigning all the system.

5. International Standardization Technique

A world standardization technique refers back to the capacity to make use of standardized advertising and marketing messaging and campaigns throughout markets, nations, and cultures.

The world’s largest manufacturers, equivalent to Adidas and Coca-Cola, use a world standardization technique to create a constant model expertise throughout areas and languages.

The expertise and imagery are nearly the identical no matter the place you go to these manufacturers.

In distinction to localization, the place there is a extra differentiated advertising and marketing method to every market, international standardization gives vital value advantages. This method requires much less messaging and fewer campaigns.

Nonetheless, the hot button is to know when a world standardization technique shall be efficient. You will have to analysis whether or not clients use or take into consideration your merchandise otherwise relying on their market.

A world standardization method is sensible if there is not any distinction between the utilization and understanding from nation to nation.

Selecting localization or international standardization is one side of making an incredible international advertising and marketing technique.

To offer you an thought of what an incredible international advertising and marketing technique appears to be like like, I’ve compiled an inventory of manufacturers that completely “get it.”

From adapting their social methods to translate throughout a number of languages to adjusting their menus to enchantment to the cravings of a various group of individuals, these manufacturers are taking constructive steps towards making a strong presence throughout the globe.

So, for those who’re searching for inspiration to craft a profitable worldwide advertising and marketing technique and increase your small business‘s attain, take a look at these examples from the world’s most profitable firms.

1. Pink Bull

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Austrian firm Pink Bull does an incredible job with international advertising and marketing that many Individuals assume it is a native model. How?

Considered one of its most profitable techniques is to host excessive sports activities occasions all around the world. From the Pink Bull Indianapolis Grand Prix to the Pink Bull Air Race in the UK to the Pink Bull Soapbox Race in Jordan, the model’s highly effective occasion advertising and marketing technique takes them right here, there, and in every single place.

Apart from occasions, Pink Bull’s packaging additionally performs an element in its international enchantment.

This rating offers a glimpse into the highest vitality drink manufacturers within the U.S. for 2023, primarily based on gross sales. It seems Pink Bull was the front-runner, raking in round 7.34 billion {dollars}.

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How you can Imitate Pink Bull’s Technique

For smaller manufacturers, reaching Pink Bull‘s degree of worldwide consciousness might sound out of attain, however I believe you’ll be able to undertake the model’s technique by providing one notable product. Then, hold the packaging the identical regardless of the place you distribute it.

It’s also possible to host digital occasions throughout completely different time zones and areas.

2. Airbnb

Airbnb, a neighborhood market for folks to checklist and e-book lodging worldwide was based in 2008 out of San Francisco, California.

Since then, Airbnb has grown to 7+ million listings in 34,000+ cities worldwide. A big contributor to the corporate’s explosive international success? Its video marketing campaign titled “Made Attainable by Hosts.”

Airbnb launched the marketing campaign to carry its worldwide neighborhood of hosts and company nearer within the wake of COVID-19. The corporate refeAirbnb Industrial – Perpetually Younger, Made attainable by Hostsrred to the marketing campaign as a technique to spotlight “the magical experiences hosts carry to company.”

To create the marketing campaign, Airbnb took actual movies and pictures of company and put them in a video to create the “sense of nostalgia” we really feel once we journey.

Over 3 million folks have engaged, created content material, or talked concerning the marketing campaign. Simply one among its movies has over 3.5 million views.

How you can Imitate Airbnb’s Technique

Airbnb is inherently a world model. Even for those who establish as a extra native model, there are methods to globalize your efforts.

First, carry the main target to completely different clients in several areas if you create a testimonial or case research. It’s also possible to ask your worldwide clients to contribute a photograph or video of your product in use and have that in your social media content material.

3. Dunkin’

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Nationwide Donut Day occurs yearly in June. Whereas we get our fingers soiled with a Boston creme (or two) right here within the States, Dunkin’ China serves up a contemporary batch of dry pork and seaweed donuts.

With over 3,200 shops in 36 nations exterior of the U.S., Dunkin’ has advanced its menu to fulfill the candy tooth of its international clients.

From Korea‘s Grapefruit Coolatta to Lebanon’s Mango Chocolate Donut to Russia‘s Dunclairs, it’s clear that Dunkin’ is not afraid to rejoice cultural variations to strengthen its worldwide presence.

How you can Imitate Dunkin’s Technique

If you happen to run a restaurant enterprise, Dunkin’s technique ought to draw loads of inspiration.

To globalize your restaurant model, attempt to serve regional or cultural menu gadgets throughout particular holidays for these cultures and areas.

You don‘t essentially need to increase to worldwide areas first. Nonetheless, if it’s financially viable, opening new places or launching regional web sites might help you grow to be a world model.

4. Domino’s

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Just like Dunkin Donuts, Domino’s has prioritized menu innovation to extend worldwide curiosity and consciousness.

By making an attempt to realize a greater understanding of the preferences of the markets it‘s attempting to interrupt into, Domino’s can ship pies numerous sufficient to realize worldwide consideration.

How you can Imitate Domino’s Technique

Domino‘s technique is one other you’ll need to use as inspiration for those who run a restaurant enterprise. Attempt to invite cooks from completely different cultures and areas, then have them cook dinner your menu gadgets of their regional type and with regional components.

Spotlight the cooks in your social media profiles. By doing so, you‘ll present your followers in these areas that they’re additionally top-of-mind, increasing your international attain.

5. Rezdy

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Some firms will not be attempting to draw international markets straight, but when their shoppers are, they higher understand how. Rezdy is an Australian-based reservation software program designed to make on-line reserving smoother for vacationers and brokers.

Although Rezdy‘s shoppers are Australian-based, the corporate must cater to its shoppers’ worldwide guests. Its homepage says it really works for operators and brokers in over 100 nations.

The service is used globally, with a whole bunch of personalization choices for the software‘s time zone, language, and forex. Rezdy’s web site and advertising and marketing collateral are in English, so that they cater to English-speaking tour operators, significantly in Australia, the U.Ok., and North America.

They know their clients‘ audience is in different nations overseas, so that they emphasize the software’s internationalization capabilities.

How you can Imitate Rezdy’s Technique

Rezdy successfully globalizes its providers by contemplating that its clients’ audience shall be in different nations. Even when your organization is advertising and marketing to different regional firms, contemplate their international clients as in the event that they have been your individual.

In case your product, software, or software program can be utilized overseas in numerous functions, add that to your advertising and marketing collateral — even for those who function regionally.

6. World Wildlife Fund

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Earth Hour 2024 rallied international communities to boost consciousness for environmental safety, with folks throughout 180 nations dedicating 1,466,285 hours to actions like cleanups, tree planting, and academic occasions.

Iconic landmarks just like the Acropolis and Sydney Opera Home dimmed their lights, whereas #EarthHour trended in 25 nations.

In Jap Europe, nations like Bulgaria, Romania, and Hungary noticed lively involvement: Bulgaria held charity screenings, turned off municipal lights, and gathered 3959 hours of neighborhood effort; Romania organized occasions in 107 cities, with 202 colleges collaborating; and Hungary led eco-hikes close to Budapest.

Ukraine’s WWF crew collaborated with authorities efforts to advertise environmental training. By these collective efforts, Earth Hour left a world digital footprint and impressed tens of millions to reconnect with nature.

How you can Imitate WWF’s Technique

WWF has a whole bunch of places of work that make it simpler for the non-profit to go international, however because of the web, it is simpler than ever to attach with worldwide audiences, particularly for a sure initiative launch, like Earth Hour.

When you have a cool thought, don‘t be afraid to attempt it out on one worldwide market — simply guarantee it’s the suitable viewers. (Additionally, do not be afraid of the darkish).

7. Hawksford

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With places of work in Dublin, London, Vancouver, Atlanta, and Wellington, Hawksford has grow to be a world authority on company and belief buildings. Nonetheless, it takes greater than places of work all around the map to succeed in a world viewers.

That‘s why Hawksford retains content material flowing on its weblog that engages its numerous markets. They publish a variety of content material that includes worldwide affairs regarding the corporate’s apply.

It additionally ranges out exterior articles with Hawksford content material, that includes information from locations like Germany, Eire (the place it has a Dublin workplace), and the U.Ok. (the place it has a London workplace).

How you can Imitate Hawksford’s Technique

This is a superb instance of specializing in frequent pursuits shared amongst your organization’s numerous markets whereas making the content material relatable to clients by area.

Globalizing your advertising and marketing might be so simple as creating content material that caters to completely different goal audiences in several areas.

8. Nike

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Nike has strengthened its international presence by fastidiously choosing worldwide sponsorships, equivalent to its earlier long-standing relationship with Manchester United.

Though sponsorship spending might be fairly unpredictable — demand prices are inclined to surge on account of triggers like championships and tournaments — these partnerships have helped the model seize the eye of a world viewers.

Nike’s “Nike by You” co-creation platform serves as one other technique to enchantment to worldwide markets. By placing the facility of design into the fingers of the patron, Nike can ship custom-made merchandise that align with completely different cultural preferences and kinds.

How you can Imitate Nike’s Technique

Accomplice with different manufacturers, influencers, and ambassadors in your worldwide goal markets. Select them fastidiously. For example, Manchester United is a outstanding cultural drive within the U.Ok., which helped Nike develop in that nation.

If you happen to promote a shopper product, why not give the choice to your viewers to customise — and resell — the merchandise as effectively? You‘ll find yourself capturing a a lot bigger viewers, and shoppers from completely different areas will seize their area’s preferences and tastes significantly better.

9. McDonald’s

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Everyone knows McDonald‘s is a profitable international model. Whereas holding its overarching branding constant, McDonald’s practices “glocal” advertising and marketing efforts.

McDonald‘s brings an area taste to completely different nations with region-specific menu gadgets. For example, McDonald’s gives McArabia, a flatbread sandwich, in its eating places within the Center East.

McDonald’s has additionally launched macaroons to its French menu.

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And added McSpaghetti to its menu within the Philippines.

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It doesn’t matter what, there’s one thing to be taught from the large.

How you can Imitate McDonald’s Technique

Like the opposite restaurant examples on this checklist, opening eating places in different areas will be the first and most pure reply.

If that is not possible, particularly for those who run a regional model, rejoice the flavors of the world by internet hosting an “Worldwide Day” and posting about it in your web site.

This method will get you on the radar of those that get pleasure from these meals every day and enable you unfold the phrase in different markets.

10. Harmless Drinks

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Harmless Drinks is the main smoothie firm within the U.Ok., however that‘s not the one place you’ll discover its merchandise. Harmless merchandise at the moment are out there in 18 nations throughout Europe.

And regardless of its widespread attain, the corporate’s welcoming branding stays constant throughout the board.

For example, the web site may be very bubbly, with contact info that prompts the viewer to “name on the banana telephone” or “pop by Fruit Towers,” the identify of its company workplace.

Whereas international enlargement and fast development can typically distract an organization from constant branding, Harmless Drinks has remained true to itself.

By guaranteeing that the model’s voice is interpreted the identical method worldwide, Harmless can create a extra recognizable model.

How you can Imitate Harmless Drink’s Technique

Keep true to your model voice at the same time as you increase to different markets. Harmless Drinks is instantly likable due to its tone on its web site and social media. Friendliness makes you’re feeling extra approachable—and thus extra accessible to a world viewers.

Plus, in case your model is constant throughout the board, audiences throughout areas received‘t really feel like they’re getting cheated out of every part your model can provide.

11. Visitors Ticket Clinic

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The phrase “glocal” might be outlined as “Assume Globally, Act Domestically.” However what occurs if you swap the 2 round?

Visitors Ticket Clinic is a site visitors ticket legislation agency that defends drivers within the state of Florida. Not very international, proper? Nicely, the Visitors Ticket Clinic understands America is a melting pot, and that Florida is bursting on the seams with completely different cultures and languages.

Although a home service, the agency’s web site is obtainable in English and Spanish. With these choices, Visitors Ticket Clinic can cater to 4M+ households in Florida talking Spanish. Don‘t miss out on increasing your shopper base — typically, you don’t need to look far to draw enterprise.

How you can Imitate Visitors Ticket Clinic’s Technique

One of many best methods to start international advertising and marketing is by providing your web site in several languages. If you happen to personal a WordPress web site, you should use a translation plugin.

However bear in mind: Take a look at your goal market first to find out one of the best languages it’s best to provide in your web site. For example, don‘t provide Swahili for those who don’t serve East Africa.

12. Coca-Cola

Coca-Cola is a superb instance of a model that is well-known for its worldwide advertising and marketing efforts. Although a big company, Coca-Cola focuses on neighborhood packages and invests in small-scale charity efforts.

For instance, in Egypt, Coca-Cola has constructed 650 clear water installations within the rural village of Beni Suef and sponsors Ramadan meals for youngsters throughout the Center East.

In India, the model sponsors the Assist My Faculty initiative to enhance services at native colleges. The model sticks with promoting an emotion that may’t get misplaced in translation: happiness.

How you can Imitate Coca-Cola’s Technique

Attempt to promote your values in your advertising and marketing efforts by investing in communities worldwide. You can begin small, equivalent to with a yearly sponsorship or recurring donation, after which work your method as much as launching a charity effort on the bottom.

Attempt to enchantment to a common human feeling as effectively. If you happen to’re a marketer at a hospital, you would possibly enchantment to grief and hope in a 1-minute video a few hospital go to.

These are emotions that transcend nations and languages, routinely serving to you attain a world viewers.

13. Spotify

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We have all heard of Spotify (no pun meant), however how did it out of the blue, and so rapidly, increase from Sweden into different nations?

In 2023, Spotify boosted its annual income by 12%, reaching €13.24 billion. Over the previous 5 years, the corporate has efficiently tripled its income.

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So, what’s the key?

Spotify’s enterprise mannequin is targeted on serving to you discover one thing new.

It‘s one factor to pick a style of music to hearken to — it’s one other factor to decide on a “temper” to hearken to. On Spotify’s “Browse” web page, you’ll be able to hearken to “nation” and “hip-hop” but additionally to the music that caters to your “exercise” or “sleep” preferences.

By altering how they describe their content material, Spotify satisfies habits and life that individuals share worldwide. That enables worldwide artists to entry listeners from different nations just because their merchandise are categorized otherwise.

Spotify now has places of work in additional than fifteen nations all over the world.

How you can Imitate Spotify’s Technique

Spotify‘s instance is a winner as a result of its international advertising and marketing technique is completely product-based. It gives music, podcasts, and media in so many languages. The audiences in these nations couldn’t assist however begin utilizing the product.

In case your product lends itself to that, attempt that includes gadgets or merchandise that enchantment to folks from completely different areas and nations.

2025 International Advertising Tendencies

With 2024 ending, the one factor that has remained fixed within the international advertising and marketing sphere is change. Listed below are some international advertising and marketing developments to observe in 2025.

Personalization is a key focus for main advertising and marketing groups.
Social media apps may drive larger ROI than ever as they evolve into frictionless ecommerce platforms.
Fb (actually, Fb) nonetheless proves to be a strong platform for entrepreneurs.
Brief-form video gives the very best content material ROI and can earn extra funding than all different codecs.
AI is driving advertising and marketing trade development, nevertheless it nonetheless faces adoption limitations like job safety issues, model status, and a lack of expertise about learn how to use it.
Bettering all the shopper expertise is a superb technique to beat the competitors and encourage customers to interact with your small business.

Begin International Advertising in Small Steps — Then Scale Up

Suppose you may have international aspirations for your small business. In that case, it’s essential discover out what clients in several communities have in frequent — and learn how to localize your product for these completely different markets.

Your first step? Take inspiration from one of many companies above. Begin small, then work your method up as your small business grows.

However critically, don’t rush. This isn’t one thing you’ll be able to dive into and not using a strong plan. Strategy it strategically and get to know every market. Analysis is your greatest pal right here.

Be sure you’re giving folks what they need — ideally much more than that.

Present real respect for his or her tradition, beliefs, and what makes them distinctive. When you’ve achieved your homework and tailor-made your technique, you’ll be able to confidently launch into completely different markets. Belief me, with the best preparation, you may have a very good likelihood of success even with a decent finances.

Editor’s observe: This publish was initially printed in November 2013 and has been up to date for comprehensiveness.