When it comes to growing your business in new markets, localization is more than just translating words. It’s about finding a way to truly connect with local audiences.
Some brands take localization to the next level, crafting experiences so thoughtful and culturally attuned that they make you pause and think, “Why didn’t I think of that?”
In this article, we’re diving into 10 creative localization examples that break the mold. These aren’t your usual suspects. They’re inventive, unexpected, and packed with lessons that can inspire your own localization strategy.
| 🧠 Want to learn more from localization pros? Check out Lokalise’s library of success stories to discover how you can craft amazing brand experiences across different countries. |
1. Coca-Cola’s “Share a Coke”: One of the best localized marketing campaigns
Coca-Cola’s “Share a Coke” campaign became a global hit by making its bottles feel personal. In Australia, they started printing common first names like “Emily” and “Jake.” In China, they took a different approach, printing phrases like “Classmate” or “Best Friend” to match the culture’s focus on group identity rather than individuality.
To make it even more engaging, Coca-Cola launched websites and apps where people could discover names, order custom bottles, and even use digital kiosks for personalized vending.
Thanks to social media and user generated content, the campaign exceeded the initial expectations. Coca-Cola’s localization efforts paid off tremendously.
Key lessons from Coca-Cola’s localization strategy
- Personalize at scale: Launch marketing campaigns that adjust to different cultural preferences and local needs, and invite your customers to participate
- Understand social dynamics: Understand the difference between cultures that value individuality (e.g., names) and collectivism (e.g., group titles)
- Leverage emotional appeal: Use universal concepts like friendship and connection, and create meaningful brand experiences
| 📚 Further reading Learn more about the best way to build a localization strategy, according to the experts who’ve been in the trenches. You’ll also discover how localization fuels business growth and how you can incorporate it directly within your product development process. |
2. Netflix: Customized content for every market
Netflix’s localization efforts include producing content tailored to regional tastes, like “Money Heist” (Spain) and “Squid Game” (South Korea), both of which resonated locally and became global phenomena. They also provide subtitles and dubbing in dozens of languages to make their content accessible worldwide.
Netflix is a great example of a brand that carefully localizes the entire user experience to make sure the platform feels intuitive and relevant in local markets. They customize interfaces to match regional languages and preferences, integrate local payment methods, and think about user accessibility.
Key lessons from Netflix’s localization strategy
- Invest in local content: Think about the type of content that will connect deeply with local audiences, but also about what brings different cultures together
- Prioritize language preferences: Provide choices in how users interact with your content (e.g., invest in translations, localize key terminology)
- Tailor the entire experience: Adapt user interfaces, payment methods, and marketing materials to align with cultural norms and local regulations
| 🧠 Did you know? Netflix uses A/B testing to localize its visuals. Thumbnails for the same Netflix show are customized based on regional preferences. For instance, a romantic comedy might feature a couple in Western markets, but highlight a single popular actor in countries where star power drives viewership. This is how Netflix ensures content feels culturally relevant, even before you hit play. |
3. Nintendo: Culturally sensitive game localization
Nintendo is a Japanese video game company headquartered in Kyoto. It localizes its games for foreign markets, while the original versions are often designed with Japanese audiences in mind.
As a Japanese company, many of its games are developed with Japanese cultural elements, humor, and language.
Nintendo is one of those brands that go the extra mile in their localization efforts. It adjusts its games to fit local markets, including content changes, language localization, and cultural adaptations.
For example, in the video game called “Animal Crossing”, certain holidays and items are adapted or replaced to reflect regional traditions (e.g., Halloween is removed in countries where it isn’t widely celebrated). They also pay attention to adjusting local marketing efforts whenever they launch a new video game.
| 🎮 Discover more great game localization examples Want to discover more great game localization examples? Check out our article on video game localization and see how other games such as “Pac-Man”, “Crash Bandicoot”, and “Tony Hawk’s Pro Skater” got adapted for different markets. |
Key lessons from Nintendo’s localization strategy
- Respect cultural sensitivities: Modify content or messaging to align with local norms and avoid potential missteps
- Adapt for local relevance: Incorporate region-specific elements, such as holidays, traditions, or imagery, to create a deeper connection with local audiences
- Protect your core brand identity: While localizing, preserve your brand’s essence and values and ensure consistency and recognition worldwide
4. Airbnb: Building connections through local relevance
Airbnb displays listings in the host’s native language, while offering an optional translate button for other local languages. This is how they make it easy to manage traveler expectations regarding language compatibility.
Beyond language, Airbnb adapts to different regions and norms. For instance, in China, it allows sign-ups via Weibo or WeChat. Additionally, Airbnb supports multiple currencies and local payment methods to make sure the booking experience is as convenient as possible across international markets.
Key lessons from Airbnb’s localization strategy
- Localize beyond language: Adapt your product, services, and visuals to reflect cultural norms and preferences for a more meaningful connection with users
- Celebrate cultural uniqueness: Honor regional expectations and traditions to create authentic and engaging offerings
- Build trust through understanding: Provide localized customer support and make sure your users feel valued, no matter where they are
| 📚 Further reading As we saw in the Airbnb example, making sure your website is available in multiple languages is the first step to engaging customers from different regions. Read our guide to website translation to discover best practices and how you can organize your translation process in 10 steps. |
5. LEGO: Adapting the product for global markets
LEGO localizes its products by offering multilingual instruction manuals and region-specific packaging designs and products. For example, sets sold in Asia often feature festive elements that align with local holidays, such as Lunar New Year-themed kits.
LEGO decided to partner with Tencent, one of the largest and most influential technology companies in the world, headquartered in Shenzhen, China. The result? They introduced digital content and games on familiar platforms, and collaborated with e-commerce giants like Alibaba and JD.com to come closer to Chinese audience.
In addition, LEGO opened education centers across China, integrating its products into creative learning environments to promote problem-solving skills among children.
Key lessons from LEGO’s localization strategy
- Adapt products to cultural contexts: Design offerings that reflect local traditions, customs, or values to resonate with your audience
- Partner with local leaders: Collaborate with trusted regional companies or platforms to navigate market complexities and connect with customers where they already are
- Focus on long-term engagement: Invest in initiatives that go beyond transactions, such as educational or community programs, and increase your brand awareness across different local cultures
| 🌎 Our CMO shares expert insights on scaling localization globally At Lokalise, our CMO Etgar Bonar draws from his experience at Amazon, Taboola, and Rapyd to help teams avoid costly localization mistakes. If you’d like to learn more about building scalable localization workflows that accelerate growth, read his latest interview with DesignRush. |
It all starts with a proper localization strategy
Do you know what all five of localization examples we analyzed have in common? A proper localization strategy.
Localization strategy lays the foundation for business growth. To do it right, you need to respect different cultural values, regional preferences, and even take into account technical details (e.g., make adjustments to user interface, website navigation). It might also require creating unique offers for new target markets.
It’s not just about translating your content to different languages. You also have to adapt visuals, tone, product features, and even pricing models to meet (and exceed) the expectations customers from different countries have.
If you want to learn more about localization strategy, we invite you to check out other articles published on the Lokalise Blog.
