One spring campaign, twelve markets, one production.
One spring campaign, twelve markets, one production.
Client
Multi-market retail group
Structure
Multi-market · 12 markets
Industry
Retail
Engines
Creative · Localisation · Distribution
Partner since
2024
12
12
markets live from one master campaign
12
markets live from one master campaign
<48h
<48h
approved master to every market version
<48h
approved master to every market version
1
1
production budget instead of twelve
1
production budget instead of twelve
+33%
+33%
campaign reach on the same media spend
+33%
campaign reach on the same media spend
01
The structure
The structure
Twelve markets, each with its own marketing team, and a central brand team in Amsterdam. Every spring, each market briefed its own agency and shot its own campaign.
01
The structure
Twelve markets, each with its own marketing team, and a central brand team in Amsterdam. Every spring, each market briefed its own agency and shot its own campaign.
02
The gap
The gap
The same season looked different in every country. Production budgets were spent twelve times over, and HQ only saw the work once it had already gone live.
02
The gap
The same season looked different in every country. Production budgets were spent twelve times over, and HQ only saw the work once it had already gone live.
03
What changed
What changed
One master campaign, shot once and localised for every market within two days. Local teams adapt copy and offers inside guardrails instead of starting from scratch.
03
What changed
One master campaign, shot once and localised for every market within two days. Local teams adapt copy and offers inside guardrails instead of starting from scratch.
What we installed
What we installed
Three Engines, one master, twelve markets.
Three Engines, one master, twelve markets.
01
Create
→
02
Localise
→
03
Distribute
→
04
Activate
→
05
Convert
→
06
Learn
→
07
Decide
01
Create
→
02
Localise
→
03
Distribute
→
04
Activate
→
05
Convert
→
06
Learn
→
07
Decide
Creative Engine
One spring shoot, planned from day one to be cut for twelve markets.
Creative Engine
One spring shoot, planned from day one to be cut for twelve markets.
Localisation Engine
Language, offers and cultural cues adapted per market, inside brand guardrails.
Localisation Engine
Language, offers and cultural cues adapted per market, inside brand guardrails.
Distribution Engine
Every market publishing in the same week, on its own local calendar.
Distribution Engine
Every market publishing in the same week, on its own local calendar.
The work
The work
What went out, every week.
What went out, every week.
Spring master · campaign film
Market cut-downs · Reels
Product stills · feed
Out-of-home · 12 cities
Store windows · local offers
Creator series · localised for 9 languages
Spring master · campaign film
Market cut-downs · Reels
Product stills · feed
Out-of-home · 12 cities
Store windows · local offers
Creator series · localised for 9 languages
In their words
In their words
“We used to run twelve spring campaigns. Now we run one, and every market still feels like it was made for them.”
“We used to run twelve spring campaigns. Now we run one, and every market still feels like it was made for them.”
“We used to run twelve spring campaigns. Now we run one, and every market still feels like it was made for them.”
Head of Brand · Multi-market retail group
Head of Brand · Multi-market retail group
Let’s talk
Let’s talk
Let’s talk about your structure specifically.
Let’s talk about your structure specifically.
Thirty minutes with a strategist. We look at your structure, not a slide deck.
Thirty minutes with a strategist. We look at your structure, not a slide deck.