7 examples of localization strategies that work

International expansion is a great opportunity for businesses to increase their brand footprint and add new revenue streams. However, companies can’t simply translate their content from one language to another and expect to reach new customers in different countries.

Brands must embrace localization to resonate authentically with diverse audiences. Beyond speaking the local language, this also means thinking like a local brand—considering the new target market’s customs, values, and habits.

This article will explore the difference between translation and localization, highlight what a brand localization strategy entails, and examine real-world examples of companies that implemented localization strategies to succeed in international markets.

What is a business localization strategy?

A business localization strategy develops unique content, products, and services to meet local market expectations. It’s a customer-centric approach to global expansion that goes beyond translation, ensuring every part of the brand feels relevant and trustworthy in new regions.

Rather than relying on a “copy-paste” approach, localization demands attention to detail. This means adjusting copy, visual design, payment systems, customer support channels, and product features to meet the target audience’s preferences.

A comprehensive localization strategy involves the following elements:

• Linguistic adaptation: Translation, transcription, transcreation
• Cultural adaptation: Symbols, colors, humor, etiquette
• Technical localization: Date formats, currencies, legal requirements
• Operational localization: Support systems, shipping, payments

Internationalization is a key strategy used by global brands that can help streamline localization. Internationalization describes the process of preparing content, products, or software to be easily adapted to various languages, cultures, and regions during the localization process.

Localization vs. translation: What’s the difference?

Localization and translation are often used interchangeably, but they represent distinct concepts.

• Translation converts text between languages.
• Localization adapts the entire experience to suit a new audience. 

Translation ensures international audiences understand the content, whereas localization services make the entire user journey feel natural. This may include adjusting layouts, visuals, and tone of voice to suit cultural expectations.

For instance, a website translated from English to Spanish might communicate the same basic information. However, the translation will fall flat if the imagery, humor, or UI elements are unfamiliar to the target audience.

Localization also addresses region-specific trends regarding consumer behavior and channel preferences. For example, SMS is a popular messaging platform in the US, but Indian audiences overwhelmingly use WhatsApp.

7 successful localization strategy examples

These real-world success stories come from companies that have embraced localization to achieve global growth. Their successes demonstrate how a smart localization strategy can enhance the user experience and drive measurable business results.

Canva

Canva is an online design and publishing platform used by millions worldwide. First launched in Australia, the company recognized that catering to non-English-speaking users required more than just a user interface translation.

With Smartling’s localization services, Canva localized content for 130 languages across numerous regions. Their onboarding flows, design tutorials, and email campaigns were tailored to align with local norms and user expectations.

By meeting users on their own linguistic and cultural terms, Canva significantly expanded its international presence while improving user satisfaction and retention. The results are clear: Canva’s user base has expanded to over 220 million users worldwide.

Key takeaways:

• Partnering with a robust localization platform accelerates global scaling.
• Cultural context matters as much as language.
• Native UI design and educational content drive adoption in target markets.

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Netflix

After 15 years of international operations, Netflix has become a master of localization. The company adapts content for audiences in over 190 countries, offering subtitles and dubbing in dozens of languages.

For Netflix, localization goes well beyond language use; the streaming giant tailors the entire user experience. Netflix’s regional libraries, interfaces, and watch recommendations reflect local market conditions, and its marketing campaigns include cultural adjustments and collaborations with local influencers.

Netflix also commissions original content for global markets, working with local filmmakers and cultural consultants to craft scripts and visuals that are relatable to regional audiences. Its success with shows like “Money Heist” in Spain and “Alice in Borderland” in Japan highlight how local-first content can achieve global appeal.

Key takeaways:

• Local partnerships build authentic engagement.
• UI/UX should reflect regional user patterns.
• Translation alone isn’t enough; storytelling must resonate culturally.

Nintendo

Nintendo is a Japanese organization with massive international appeal that excels at adapting video games to different cultural contexts. The result? Deep emotional connections with players, less support friction, and higher international sales.

Not only does Nintendo translate marketing materials and in-game dialogue for international audiences, but it also adjusts gameplay elements to meet expectations in target markets. In the popular “Animal Crossing” series, for example, certain items and holiday events are adapted or replaced to reflect regional traditions.

Nintendo’s business operations are also informed by global considerations. For instance, the company recently partnered with Chinese gaming giant Tencent to navigate local regulations and distribute their latest home console in China’s growing video game market. Nintendo also times game releases with consideration for regional holidays and school calendars, demonstrating an understanding of local user behavior and buying cycles.

Key takeaways:

• Successful localization may involve reimagining the product.
• Product elements and release timing should reflect the local context.
• Deep knowledge of regional cultures builds lasting brand affinity.

Airbnb

As a business aimed at travelers, Airbnb has plenty to think about when it comes to localization. The company has massively disrupted the hospitality industry by delivering a personalized customer experience. 

From listing information to user reviews, Airbnb’s web and app content is localized for dozens of languages and locales. The company provides localized travel guides and event info in guests’ preferred languages, reflecting an understanding of local cultures and preferences.

Airbnb also adapts marketing campaigns and website operations for different regions. In China, for example, the company allows sign-ups via popular platforms like Weibo or WeChat. Airbnb supports a wide range of currencies and payment methods to give travelers a convenient booking experience.

By building a service that feels intuitive and trustworthy to users around the world, Airbnb increased host adoption, improved guest satisfaction, and reinforced its global brand credibility.

Key takeaways:

• Trust-building begins with language adaptation.
• Localization must consider operational factors as well as content.
• Cultural sensitivity and customer service improve retention.

Coca-Cola

Coca-Cola is among the largest multinational brands and owes much of its worldwide success to localization. Although its classic colors, contoured bottle, and joyful tone are consistent, Coca-Cola tweaks the details for each local market.

For example, the company’s famous “Share a Coke” campaign prints common first names on labels to foster recognition and connection with consumers. The names are localized for each region, featuring names like Aoife and Emer in Ireland. In China, where addressing others by their first name can be disrespectful, Coca-Cola uses popular nicknames and playful terms like “bestie” and “classmate.”

Coca-Cola’s localization even extends to product offerings. The beverage giant offers mango-based sodas in India and green tea variants in Japan. It also runs region-specific campaigns that feature local celebrities and colloquialisms, maintaining the brand’s relevance across diverse demographics.

This commitment to cultural nuance enhances consumer connection and reinforces Coca-Cola’s reputation as a brand that truly belongs everywhere.

Key takeaways:

• Local branding strengthens global recognition.
• Cultural adaptation keeps legacy brands fresh.
• Local influencers, offerings, and packaging enhance market penetration.

World Wildlife Fund (WWF)

The WWF is a global nonprofit focused on nature conservation and wildlife protection. Its mission is relevant worldwide, meaning its messaging must appeal to culturally diverse supporters.

The WWF’s website is available in over 50 languages and features targeted content for local markets. The organization localizes campaigns to highlight animals, stories, and issues that matter most to local readers. The fund also partners with on-the-ground organizations for regional outreach efforts.

For example, the WWF’s annual Earth Hour achieves massive global participation rates thanks to localized themes and toolkits. Across Africa, campaigns focused on water conservation, wetlands restoration, and waste management. In Ecuador, the National Football Federation asked fans to reduce plastic waste at stadiums, with prominent players joining the cause. 

This strategic approach to cultural localization helps the organization build more impactful relationships and engage with diverse global audiences.

Key takeaways:

• Localization is critical for nonprofits and corporations alike.
• Native-language communication helps build trust.
• Regional partnerships enhance cultural relevance and drive action.

ASOS

ASOS, a UK-based apparel and cosmetics vendor, generates over 60% of its revenue from international markets. That’s no accident; it’s the result of a strong localization strategy.

ASOS has localized its websites with region-specific language, pricing, and recommendations. Everything from product names to sizing guides and style filters matches local expectations. The retailer’s efforts also extend to marketing, where region-specific holiday sales and partnerships with local influencers display an authentic investment in global audiences.

ASOS supports many payment methods and currencies to better serve regional preferences. Even shipping and returns are optimized via partnerships with local logistics operators. This thoughtful approach creates seamless shopping experiences, boosting sales and reinforcing brand loyalty.

Key takeaways:

• A localized online marketplace should match the tone of its target audience.
• Offerings should conform to local consumer preferences and tastes.
• Streamlined payment and logistics encourage trust and repeat purchases.

Optimize your localization strategy with Smartling

Entering a new global market? The right localization partner can make all the difference. Smartling offers a complete suite of AI-powered translation and localization services to help organizations adapt content efficiently and effectively across all channels.

With Smartling’s proprietary technology and expert translator network, businesses can:

• Improve time-to-market for international campaigns
• Reduce manual translation errors
• Create personalized, culturally relevant content at scale
• Support omnichannel consistency across web, mobile, support, and product
• Leverage analytics to continuously optimize localization performance

Leading global brands use Smartling to automate and streamline their localization workflows, accelerating global growth with cost-efficient translations.

Ready to take your localization efforts to the next level? Download a copy of our free eBook, “AI-Powered Localization: Achieving Quality, Cost, and Speed Objectives,” to learn how artificial intelligence can supercharge your global content strategy.