Local Flavor, Global Profits

01 — Project details

As the Paid Media Manager from 2019 to 2022, John Ludlow was tasked with overseeing all marketing efforts, including organic, email, content, paid, event, and promotional campaigns. The company faced challenges in optimizing country-specific campaigns and ensuring effective localization to increase conversions and enhance user engagement worldwide.

02 — Objective

John’s main objective was to increase overall conversions and net profit through optimized, localized campaigns and enhanced reporting and attribution accuracy.

03 — Strategies and Actions

• Localized Messaging and Regional Events: John tailored campaigns to specific countries, utilizing localized messaging and organizing regional events to resonate with target audiences.

• Conversion Rate Optimization (CRO): He conducted extensive A/B testing on ads and landing pages to identify the most effective combinations, leading to significant improvements in conversion rates.

• Enhanced Reporting: John developed comprehensive reporting methods that demonstrated the impact of online ads beyond basic platform statistics, providing deeper insights into campaign effectiveness.

• Collaboration with Native Speakers: To ensure accurate localization, John collaborated with native speakers, enhancing the authenticity and effectiveness of the messaging.

04 — Implementation

• Campaign Customization: Developed and executed campaigns tailored for various countries, with culturally nuanced messaging.

• A/B Testing: Systematically conducted A/B testing on ads and landing pages, followed by continuous optimization based on the results.

• Advanced Reporting: Employed sophisticated reporting tools and techniques to provide clear, actionable insights into campaign performance and ROI.

• Localization Collaboration: Worked regularly with native speakers to ensure precise and effective localization of all content.

05 — Results

• 10% Lift in Net Profit: Conversion optimization through A/B testing and localized campaigns led to a significant 10% increase in net profit.

• Improved Attribution and Reporting: Enhanced reporting methods provided clearer insights into the effectiveness of online ads, allowing for more informed decision-making.

• Increased Conversions: The focus on localized messaging and regional events resulted in higher engagement and conversion rates across different markets.