Local “Brandformance” for International Markets

I spearheaded a move away from one large video campaign per year that had to be localized for all geographies, to a more nimble approach of smaller local productions per quarter, in order to drive more authentic creative based on each market’s current maturity and insights. Each production yielded a variety of assets to test and optimize for PPC, live and Connected TV. The move to smaller quarterly campaigns has resulted in improved creative performance across all key metrics (brand awareness, registrations, first time buyers) in each local market.