Research in cultural preferences, sensitivities and values within target markets. Stay true to core messaging, but adapt for local relevance, including tone, imagery, and references. Have regional experts review the content to ensure that it aligns to the local cultures. For instance, for an APAC campaign, we sought to swap formal language for casual tones in order to engage better. Make sure the content resonates with everyone by bringing in local teams to the feedback loops and testing it on diverse optiGUINness focus groups. Global impact is empowered by personalization for culture.

I love this question. To craft global content that resonates globally, think universal themes wrapped in regional vibes. Research cultural trends—what’s hot in Seoul may not pop in São Paulo. When possible, I like to partner with on-the-ground creators for authenticity, not just translations. It's also important to build modular, adaptable content that respects local customs while keeping your brand voice consistent. Use visuals and stories that resonate everywhere, avoiding clichés or overused tropes. Test-drive ideas with diverse focus groups to make sure your message inspires connection, not cringes. Be nimble, respectful, and above all else, remain real.

- Research cultural norms, values, and preferences for each target audience. - Adapt language, tone, and imagery to reflect local customs and sensitivities. - Avoid jargon, idioms, or references that may not translate well across cultures. - Consult local experts or team members for insights into cultural nuances. - Test content with diverse focus groups to ensure it resonates and avoids misinterpretation.

The key to crafting content that resonates globally is to make it feel local. I’ve learned that the shortcut to finding that rhythm is relatability—speaking in a way that feels like you’re their neighbor or an old friend. It’s not just about language; it’s about understanding cultural nuances, values, and everyday experiences. When your content feels familiar, it connects effortlessly, no matter where it’s seen. How do you strike that balance between global reach and local connection?

-study the cultural norms, values, and preferences of your target regions. -opt for clear and jargon-free messaging that transcends language barriers. -choose images, colors, and designs that are culturally inclusive and free from bias. -integrate region-specific events, holidays, or humor where relevant. -get feedback from native speakers of your target culture to refine messaging.