The event, part of the ongoing New Narratives collaboration between agencies, brought together leading Australian marketers Fiona Bateman, Nicholas Hirst, and Tom Donald to discuss the importance of localizing marketing efforts in today’s ever-evolving cultural landscape.
One key insight that emerged from the discussion was the importance of local audience insight and understanding in maximizing marketing effectiveness. Nicholas Hirst highlighted Google’s sponsorship of key Australian sporting events as an example of how brands can connect with their audience on a local level. By infusing their core product features with local insights, Google was able to create campaigns that resonated with Australian consumers and drove brand advocacy.
Cultural relevance was another key theme of the event, with Fiona Bateman sharing Menulog’s experience with their State Of Origin-focused TV campaign. The initial campaign, starring Katy Perry, received negative feedback from footy fans. However, Menulog quickly course-corrected by releasing a new campaign starring local footy legend Wendell Sailor, which was well-received by fans and led to positive results. Fiona emphasized the importance of adding value to cultural moments and being relevant to consumers.
The panel also discussed the idea that it’s never too late for brands to strive for local cultural relevance. Tom Donald from Lion argued that brands must constantly adapt and learn to be culturally relevant, even if they have previously relied on global marketing assets. He stressed the importance of responding to cultural trends and providing meaningful innovation to stay relevant in the market.
These insights, along with others, are further explored in the latest New Narratives research by 72andSunny and CrowdDNA. The research delves deeper into the importance of localizing marketing efforts and provides valuable insights for brands looking to connect with consumers on a deeper level.
Overall, the event highlighted the significance of understanding local audiences, being culturally relevant, and constantly striving to adapt and innovate in the ever-changing marketing landscape. By taking these insights into consideration, brands can create more impactful and meaningful campaigns that resonate with consumers and drive brand advocacy.