We r helping a food brand that sells globally jump on social media in multiple regions (N. America, China, Etc.) - 1st time dealing at this scale. Any Tips? What should I watch for?

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I was with a well-known consumer food brand that had a global franchise system. Each market had its own social presence, in addition to the master brand’s. For a time, we were considering consolidating all social but each market/franchise group wanted to control its own presence. Ultimately to achieve some brand consistency we provided creative assets and established a framework/playbook for everyone to follow, which allowed flexibility and kept the brand from appearing wildly fragmented..


This. 100%. One thing that worked great for a global brand I helped is providing a playbook, some brand assets, standardized branding element in a few variants (to allow for other country to pick based on their audience preferences), the general goal you wish to attain with the platforms and provide some pieces of content to be adapted (or not based on the market). To allow for better coordination, you should provide an easy way to repost what was done in the central market, but that’s not mandatory at the start. Take into consideration regions preference and ask a market representative their opinion before spending a lot on a photo shoot to get things that you would miss otherwise.

Exemple: we were shooting for a model year update for a luxury boat OEM with boys and girls at the beach having fun with the boat in the background... we were thinking about the region when shooting, so most of the issues were addressed, but...
when we sent the result to Brazil, they sent them back. The bikinis where too wide for what was used by the womens there.




Sprinklr is a great platform, but it is getting costly compared to the potential results you can get (the organic part, because their advertising module is pretty sharp). I would not recommend it right of the bat without knowing a bit more about the context the company is evolving with

Culture plays a huge role - I worked for a FMCG brand where the time and moment for consuming their product was totally different - for some it was a moment for yourself, others it was a communal opportunity to gather, for some it was eaten with friends and others it was eaten with family. We had to respect the cultural differences and the data that proved this to be true, and find an underlying red thread that the product could emotionally deliver regardless of that. This does mean tweaking copy and images per marker but in doing your research beforehand, the local comms manager will feel like you understand the landscape better and be more open to your roll out strategy.

What about handle naming conventions? Any ideas around that? Having a handle for every country seems like an administrative burden, but one for all of Europe doesn’t seem to do justice either.

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