How brands can reap the rewards of localised content for international markets

It’s never been easier for brands to connect with a global audience. Digital platforms have removed the gatekeepers, which means that a campaign crafted in London can go live in Lagos, Lima or Lahore in seconds.

We have already explored our own clear framework that we use at Dialogue, outlining best practices and highlighting common pitfalls to avoid when developing a multilingual content strategy through translation, particularly for brands keen to build brand communities. But beyond translation, localisation is also key. It’s not just about projecting brand messaging but genuinely engaging with brand fans and customers in their own local areas, talking to them in their own language and with their own cultural nuances.

There are plenty of brands getting it right, so it is worth looking at how the best global storytellers are creating content that crosses cultures without losing meaning. For senior marketers facing the challenge of scaling international relevance, this is your map.

Embracing a world of differences

Step into any bustling city square around the globe and you’ll witness a mosaic of cultures and languages. For marketers, this diversity is both exciting and daunting, after all a message that sparks enthusiasm in one country might fall flat – or cause offence – in another.

There are many such tales that have become marketing folklore, eliciting chuckles now, but they underscore a serious point: language and cultural context matter enormously.

But it’s not just words that can misfire; images and symbols also carry different weight across societies. Even global titans can stumble here. In the 1990s, Nike accidentally offended Muslim communities by releasing a shoe with a flame-like logo that resembled the Arabic word for “Allah.” One might forgive this as a one-time mistake – except the company repeated it decades later with another design that, upside down, had a similar likeness.

The backlash was swift and taught Nike (and everyone watching) a lesson in due diligence: cultural sensitivity goes beyond translation, encompassing iconography, colours and more. From clumsy taglines to inadvertent insults, the message is clear: to nurture international audiences, brands must first do their homework on what those audiences value, celebrate and reject.

Localisation case study 1: Harley Owners Group (H.O.G.)

At Dialogue, here’s how we bring Harley-Davidson’s global storytelling to life at a local level – not through flat translation or templated reuse, but through carefully considered editorial, design and platform adaptation.

Start with global core content

Each regional edition begins with a foundation of global and US-originated content – key features, brand stories, photography and messaging drawn from H.O.G. and Harley-Davidson’s wider editorial framework. This shared core ensures that every touchpoint reflects the brand’s values, tone and visual identity consistently across markets.

Curate regionally relevant material

To ensure real relevance for local H.O.G. members, we source and curate supplementary content for each key region, including APAC, Benelux, Germany, France, Spain and Latin America. That might mean profiling a local rider with a remarkable story, covering a regional rally or event, or adapting an editorial angle to reflect cultural preferences or seasonal moments. This regional layer is what makes the content feel personal and authentic, not just translated.

Local rider stories, regional events, culturally specific topics and chapter activities are sourced through Dialogue’s network and Harley’s local teams. This material is chosen to reflect what’s most meaningful to riders in that particular region - whether it’s a mountain tour in the Alps or a desert rally in Australia. But localisation doesn’t mean keeping every story local. Sometimes, a powerful regional story has global relevance and should be shared more widely, helping riders everywhere feel part of a single community. The same applies on social channels: while certain content, such as regional offers or promotions, should only be shared where it is valid, posts marking holidays or cultural moments can benefit from being shared globally, sparking wider engagement and giving the brand community an opportunity to connect across borders.

Localisation case study 2: HubSpot

HubSpot has mastered content localisation across its inbound strategy. It operates multiple region-specific blogs (e.g. for France, Germany, Japan), each populated with original articles, translated eBooks and webinars. These aren’t just translated versions of the English blog, they’re curated by local teams who understand regional business culture, terminology and pain points. HubSpot’s email nurture campaigns are also adapted for tone and context.

The result is a content engine that feels native in every market it touches.

Laying the groundwork

Before you post on socials or launch in a new market, you need to know your audience’s world. Conducting thorough market research helps identify which international markets offer the highest potential and how they function. This means diving into data on market size and growth trends, but also learning the less tangible “soft” information: cultural nuances, consumer behaviour patterns, local customs and the competitive landscape.

Companies that rush in without this understanding often learn the hard way. For instance, Starbucks struggled in Italy, the very birthplace of espresso, because Italian coffee culture is profoundly different from the American experience Starbucks offered. Locals in Italy prefer a quick, standing espresso at a neighbourhood bar, not a giant latte to-go. Starbucks had to regroup, altering its product offerings and partnering with local businesses. Only then did Italians start to appreciate the brand.

The takeaway from this is that even a beloved global brand must adapt to each locale’s tastes and norms.

Localisation case study 3: Red Bull

Red Bull produces a massive volume of content, but what makes it resonate globally is how it’s tailored locally. Its regional YouTube channels, websites and event coverage are powered by local athletes, musicians and creators. Events like Red Bull BC One or Music Academy are adapted to regional tastes and subcultures, and the content around them reflects this.

Their model empowers local creative communities while reinforcing Red Bull’s brand of high-energy culture.

Crafting a global strategy that resonates across cultures

Armed with insight, how do you actually plan a campaign that crosses borders effectively? It starts with a well-thought-out global marketing strategy – essentially a roadmap for expanding into new markets. At its heart, a global strategy is about scale and consistency balanced with local relevance. The goal is to reach far-flung audiences via a scalable approach that still respects each market’s unique needs and preferences.

In practice, this means maintaining a clear, core brand identity everywhere, but fine-tuning your tactics for each locale. A strong global plan typically involves several key components:

1. Market research and data

Identifying customer needs in each target region (what sells in one country may need tweaking in another).

2. Consistent brand identity

Defining what your brand stands for, in a way that can resonate across cultures without losing its essence.

3. Localisation strategies

Adapting to cultural, linguistic and regulatory nuances for each market. This could mean modifying images, adhering to local laws (for example, Europe’s GDPR dictates how you collect user data), or simply respecting local etiquette in communications.

4. Leveraging technology and digital platforms

Using tools like social media, local search engines, and e-commerce platforms to reach global customers at scale.

Translate – and then transcreate

Content is not simply translated word-for-word. Language experts and native editors adapt tone, idioms and cultural references so that the writing feels natural, emotionally resonant and authentic in each language and market. This often includes reworking headlines, rewriting intros and choosing different imagery that better reflects local readers.

Beyond print, content is adapted for email newsletters and social media. Subject lines, calls to action and image styles are tweaked depending on regional platform behaviour, preferences and engagement patterns.

Each regional edition goes through rigorous quality checks – not just for grammar and brand accuracy, but also for cultural appropriateness. Dialogue works closely with Harley’s local teams to ensure nothing gets lost in translation – and nothing offends by accident.

Read more about Dialogue's framework and best practices, included in our multilingual content strategy for optimising brand content.

Speaking the language – and the culture

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.” Nelson Mandela’s words ring especially true in marketing. Winning international audiences isn’t about translating text – it’s about translating meaning.

That’s the role of localisation. It goes beyond translation, capturing the tone, humour and nuance of the target culture. Done well, it makes content feel native – as if it were created by someone who lives down the street. Take laughter, for example: Americans type “haha,” Spaniards say “jaja,” and Thais use “555.” These tiny differences are the building blocks of true localisation. Brands that get this right often see significantly higher engagement – with localised campaigns outperforming English-only ones by up to 70% in clicks and conversions.

Localisation case study 4: MrBeast

YouTube creator MrBeast (Jimmy Donaldson) has built one of the world’s largest online audiences not just through extreme generosity and viral challenges, but through a highly strategic approach to content localisation.

Recognising that global growth would require more than just English-language uploads with subtitles, MrBeast invested early in professional-grade localisation. Instead of relying on auto-translation or closed captions, he created entire dubbed channels in multiple languages – including Spanish, Portuguese, Hindi, French, and more – each with dedicated voice-over artists who mirror the energy, pacing and personality of the original videos.

His team works with native scriptwriters and cultural consultants to adapt tone and references, ensuring each version feels native to the audience.

Importantly, MrBeast treats his dubbed channels as full content products, not offshoots. For example, MrBeast en Español regularly ranks among the top YouTube channels in Latin America, and his multilingual strategy has made him one of the most widely viewed creators on the planet.

This hyper-focused localisation has allowed him to build trust and familiarity with audiences across cultures – and proves that well-executed dubbing can scale personality-driven content without losing authenticity.

Choosing the right channels and platforms

Reaching international audiences also means showing up in the right places. Just as tastes differ, preferred media and platforms vary wildly across regions.

1. Platform preferences differ

Facebook and YouTube may dominate in some markets, but others prefer local platforms like WeChat (China), VK (Russia) or KakaoTalk (South Korea). Research where your audience actually spends time.

2. Social behaviour isn’t universal

A tone that works on Instagram in the US might fall flat in Germany or Japan. Adapt tone, visuals and posting habits to fit local expectations.

3. Search engines aren’t the same everywhere

Google may be dominant globally, but China favours Baidu and Russia uses Yandex. International SEO requires local search strategies and technical optimisation (e.g. hreflang, country domains).

4. Local keyword research is essential

A keyword that performs well at home might be irrelevant or misinterpreted elsewhere. Local search habits must guide your content.

5. Respect local rhythms and rituals

Adjust for time zones, holidays, regional humour and visual norms. Even small tweaks show cultural awareness and earn audience trust.

Reaping the rewards of localised content

Building trust starts with respect and to earn trust globally, brands need more than good content – they need cultural empathy and consistency. That means involving local voices in decisions, adapting respectfully to local norms and showing long-term commitment. The most trusted global brands act less like outsiders and more like considerate guests who understand the local rules and play by them.

Success looks different in every market. Whether it's revenue in Brazil or engagement in Germany, brands must define local KPIs and measure with cultural context in mind. Agile brands listen, iterate and refine.

And remember that localisation works in every industry – this isn’t just for tech or consumer brands. Whether you sell fashion, software, education or financial services, the same truth applies: relevance comes from seeing the world through your audience’s lens. Even traditionally “local” sectors can grow globally by adapting their story.

Global audiences are more connected than ever, but also more culturally distinct. That calls for smarter personalisation and deeper localisation. Technology can scale your message, but only empathy and cultural fluency will make it land. That’s the future: not uniformity, but connection.

And so…

Nurturing international audiences is no longer optional, it’s essential. A smart global strategy can boost revenue, spark innovation and strengthen brand resilience. But the most successful brands aren’t just chasing numbers. They’re building something deeper.

Every audience you reach is a new relationship. And like any good relationship, it’s built on listening, respect and showing up consistently – not with a rigid playbook, but with curiosity and care. When you speak in ways that reflect people’s language, culture and values, they welcome you into their world.

Get in touch to find out how we can help you use content to nurture international audiences.