In the boundaryless spacetime of the Internet, most marketers are forever trying to expand their reach. That approach is certainly sensical in that it’s the logic embedded in the system of scale the Internet provides. But if you’re always chasing audience expansion, it's easy to forget that your customers aren’t just scrolling through online feeds. They’re walking down neighborhood streets, attending events, and engaging with businesses in their own communities.

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Influence is amorphous and can occur anywhere, whether it’s on a screen or IRL. But digital spaces can feel as local as your corner coffee shop with the right data and the right strategy. Localization is a unique segmentation lever that can reinforce your brand’s authenticity, spark emotional resonance, and encourage trust.

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If your brand strategy is only focused on a universal approach, you could be missing out on creating distinctive and deeply personal experiences for your customers. It’s smart to go broad, but it’s also important to (selectively) go deep.

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Brand Examples

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Megababe: Localized Messaging Connects Clicks to Bricks

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Katie Sturino, founder of the innovative beauty brand Megababe, gave a masterclass in localized marketing when she announced that her brand’s very first dedicated IRL shopping experience was to be located in Boston’s Seaport neighborhood this summer.

Sturino, who grew up in Milwaukee and is a long-time New York City resident, donned a Red Sox cap and used Boston’s “More Than a Feeling” as the song featured in her Instagram video. Her invitation to her customers was to shop Megababe’s entire suite of products at her popup shop, unlike at her retail partners like Ulta and Target that might not carry every product in every variation. Sturino also added a sweetener, teasing that some yet-to-be-released products would be launching exclusively at that store.

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Lay’s: Regionalized Products Inspires Global Affinity

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Lay’s is well-known for their product localization strategy. For example, in China you might pick up some Roasted Cumin Lamb Skewer chips, in Italy you might be tempted by Gusto Bacon, and Canada has an affinity for ketchup-flavored crisps. Some of these regional flavors have become so sought-after by consumers in the US that their popularity has become somewhat of a brand strategy ouroboros: Lay’s regularly drops limited edition “global flavors” in their US market.

In fact Lays has launched regionalized campaigns within the US in the past, such as their “Do Us a Flavor” campaign with region-specific chip flavors like New York Reuben, Southern Biscuits & Gravy, and Chicago Deep Dish Pizza.

However, one of the most successful (and unusual) ways that Lay’s leans into their local-to-global strategy is through products that they don’t actually produce. Some of their most engaging content amounts to what is a thought exercise: they feature fake fantasy flavors like Thai Tea, Watermelon, and Japanese Katsu and then solicit customer feedback. It’s possible that some of these posts are in fact early stage R&D and not merely engagement bait. Sometimes a truly unhinged flavor, such as the collaboration with IHOP on Rooty Tooty Fresh ‘N Fruity, makes it into the real world.

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This proof that Lay’s is willing to “go there” and occasionally execute on the outlandish projects they hint at in their social feeds keeps their audience invested in providing feedback.

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Sweetgreen: Community-Focused Ingredients & Suppliers

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Sweetgreen’s localization strategy emphasizes "scaling intimacy" by adapting menus, experiences, and supply chains for each region they enter. The brand studies local communities before opening new locations and sources ingredients locally. This approach ensures that each restaurant maintains a unique, community-focused identity, setting Sweetgreen apart from typical quick service franchises.

‍Sweetgreen utilizes geotargeted SMS messages to highlight location-specific menu updates—like seasonal salads or new local farm partnerships—and to promote events like community yoga sessions held at nearby stores. They use SMS to create a sense of local connection, mentioning how certain ingredients are sourced from nearby farms or promoting collaborations with local businesses and influencers.

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Additional Localization Strategies

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Micro Influencers

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Micro influencers typically have smaller but highly engaged followings, making them ideal for promoting products in a way that feels personal and relatable. By collaborating with these local voices, brands can create content and products that reflect the unique preferences and culture of each area, ensuring that their messaging resonates deeply with local audiences and drives more meaningful connections. Additionally these influencers can help drive foot traffic to stores through special events and collaborations.

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Geofencing

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By setting up geofences around specific stores, events, or areas of interest, brands can trigger personalized SMS notifications when customers enter or leave these zones. This allows businesses to promote in-store discounts, announce local events, or share region-specific product offers in real time. The result is a more contextually relevant experience that encourages immediate engagement and drives foot traffic to brick-and-mortar locations.

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Partnerships

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National and international brands can partner with smaller local businesses to build stronger community ties and increase their relevance in specific markets. For example, Brooklinen partnered with boutique hotels and local bed-and-breakfasts to showcase their bedding products in real-life settings and Kripsy Kreme’s Texas-exclusive doughnut with Dr. Pepper glaze.

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