品牌出海必看：麦当劳与小小蚁国的本地化营销成功案例解析
对于品牌出海来说，最重要的流量密码是什么？或许很多人会说是创意、产品或品牌价值。这些答案都不错，但真正的核心理念实际上是本地化营销。
What's the most important traffic code for brand globalization? Many might say creativity, product or brand value. While these are good answers, the real core concept is actually localized marketing.
本地化营销的本质
The Essence of Localized Marketing
没有提前对目标市场做好充足的准备，不熟悉本地文化和用户行为，生搬硬套地用通用的产品促销和创意来吸引目标市场，最终可能导致效果差强人意。
Without thorough preparation for the target market, unfamiliarity with local culture and user behavior, and mechanically applying generic product promotions and creatives may ultimately lead to unsatisfactory results.
本地化营销并非粗暴翻译，而是通过寻找品牌价值与当地文化之间共通性，赢得用户的共情，实现品牌传播最大化。而想要做好本地化营销，关键只有一点：不拿自己当外人。
Localized marketing is not just literal translation, but finding common ground between brand values and local culture to win user empathy and maximize brand communication. The key to successful localized marketing is simple: Don't treat yourself as an outsider.
麦当劳x本地营销方法论
McDonald's Local Marketing Strategy
做好市场调研，借助本地IP实现破圈
Conduct market research and leverage local IP for breakthrough
麦当劳在SnackVideo上与Kwai for Business合作推广麦辣鸡腿堡时，通过调研发现巴基斯坦人对Mayo酱和Chipotle酱有势均力敌的粉丝群体。创意团队巧妙地将这两种调味酱拟人化成巴基斯坦热门电影《The Legend of Maula Jutt》中的角色。
When promoting its Spicy Chicken Burger on SnackVideo with Kwai for Business, McDonald's discovered through research that Pakistanis have equally strong fan bases for Mayo and Chipotle sauces. The creative team cleverly personified these two sauces as characters from the popular Pakistani movie "The Legend of Maula Jutt".
本次合作获得500万+曝光，2.7万+点赞和7.4万+完播，成功将产品与当地文化完美结合。
The campaign achieved 5M+ impressions, 27K+ likes and 74K+ complete views, successfully integrating the product with local culture.
《小小蚁国》本地营销方法论
The Ants: Underground Kingdom Local Marketing Strategy
结合社会热点与本地特色，打造全民狂欢
Combine social trends with local characteristics to create mass participation
这款SLG游戏通过与Kwai for Business合作，在巴西发起#ViajaComFormigas挑战赛，将环游世界概念与游戏世界观结合，给予玩家独特的"旅游体验"。
The SLG game partnered with Kwai for Business to launch the #ViajaComFormigas challenge in Brazil, combining the concept of world travel with the game's worldview to give players a unique "travel experience".
活动亮点：
Campaign highlights:
- 使用模板降低参与门槛
- Template to lower participation threshold
- 139位达人自发参与创作
- 139 KOLs spontaneously participated
- 最终获得4.1亿播放量
- Achieved 410M views
- 巴西市场下载量攀升至全球TOP2
- Brazil market downloads rose to global TOP2
成功公式
Success Formula
本地调研 + 创意打磨 + 资源整合 + 内容发酵 = 品效双赢
Local research + Creative refinement + Resource integration + Content amplification = Win-win for branding and performance
通过这两个案例我们可以看到，成功的本地化营销需要：
From these two cases we can see that successful localized marketing requires:
- 深入了解目标市场文化
- Deep understanding of target market culture
- 找到品牌与当地的连接点
- Finding connection points between brand and local culture
- 采用适合当地的内容形式
- Adopting content formats suitable for the local market
- 调动本地KOL和用户参与
- Engaging local KOLs and users
快手出海营销平台(Kwai for Business)凭借其强大的本地化能力和丰富的营销经验，正成为越来越多品牌出海的优选合作伙伴。
With its strong localization capabilities and rich marketing experience, Kwai for Business is becoming the preferred partner for more and more brands going global.
