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How to Save 60% on Your Production Costs for International Expansion
In the ever-evolving landscape of international business expansion, maintaining a balance between cost-efficiency and impactful market presence is crucial. For companies like Bike Club, venturing into new territories comes with a set of unique challenges, particularly when working with a limited budget, facing growth pressure, and setting ambitious goals. However, with the right strategy and innovative solutions, achieving remarkable results is not only possible but also sustainable. This success story highlights how Bike Club leveraged Creative Impact, Global Extension Navigator, and Performance TV 360° to significantly cut production costs and achieve impressive market penetration in Europe, starting with Germany.
Goals
Bike Club embarked on its European expansion with clear objectives. The primary goal was to create an impressive and impactful TV campaign that would resonate deeply with the German audience. This campaign needed to be innovative, solving problems in a way that felt sympathetic and relatable. Additionally, it was essential to sustainably position Bike Club in the German market while keeping the broader vision of European expansion in sight. The campaign needed to balance immediate impact with long-term growth, setting a strong foundation for future market entries in Spain, the Netherlands, and the UK.
Strategy
To meet these ambitious goals, Bike Club adopted a multi-faceted strategy. The cornerstone of this strategy was the creative production approach. By opting for a neutral location and using a cross-market cast, the campaign avoided language barriers and ensured broad appeal. A no-dialogue play was chosen as the base for further adaptation, facilitating seamless localization across different European markets.
Innovative tech solutions played a pivotal role in local adaptations. For each target country, individual landscape localization was achieved using AI, ensuring regionally authentic visuals. This included details like pavements and climatic conditions, enhancing the campaign's local relevance. By utilising these advanced technologies, Bike Club managed to deliver high-quality, localised content at a fraction of the traditional production costs. In fact, this approach resulted in a 60% cost saving, allowing Bike Club to execute their vision at just a third of the estimated production expenses.
Results
The results of this strategic campaign were nothing short of outstanding. In Germany, the campaign led to a 200% increase in website visits, demonstrating significant consumer interest and engagement. Moreover, the cost per thousand impressions (CPM) was reduced by 47%, and the cost per view (CPV) was lowered by 30%. These metrics underscore the campaign's efficiency and effectiveness in capturing the target audience's attention while optimising expenditure.
This cross-market campaign not only delivered valuable results in Germany but also set a robust framework for Bike Club's continued expansion into other European markets. By combining creative impact, innovative technology, and strategic localization, Bike Club successfully navigated the challenges of international expansion, paving the way for sustained growth and market presence across Europe.