CAMPAING I Google Ads

I was tasked with the localization of a Google Ads campaign, initially developed for the North American English-speaking audience, for the Brazilian market. The campaign aimed to transition existing users from the desktop interface to the mobile app and to engage new mobile app users.

Challenge

The primary challenge lay in adapting the campaign's creative route and messaging to resonate with the Brazilian audience while leveraging the existing designs crafted for the North American market. The campaign included a series of seven images in a carousel format, where the first two images served as a universal 'storefront', and the subsequent images were tailored to two distinct audiences: Hybrid/Desktop and Mobile.

Approach

Upon receiving the client brief and existing creative materials, my first step was to understand the nuances and preferences of the Brazilian audience based on Google's research findings. My responsibilities included:

• Localization and messaging: For each panel, I evaluated the appropriateness of the value propositions for the Brazilian market. Where necessary, I proposed new value propositions and crafted supporting messaging that aligned with local expectations and language nuances.

• Translation and adaptation: I provided Brazilian Portuguese translations of the original messaging and any new messages developed. This process involved not just literal translation but cultural adaptation to ensure relevance and engagement.

• Imagery assessment: Analyzing the imagery for cultural appropriateness and compatibility with the adapted messaging.

This project underscored the importance of thoughtful localization in global marketing strategies and reinforced my ability to navigate the complexities of adapting international campaigns to meet regional demands successfully.