Influencer Marketing isn’t all about working with the biggest names in the industry on a one-hit-wonder campaign that solely focuses on mass reach. It’s about content that resonates with communities to drive awareness or sales.
Hyperlocalized marketing focuses on reaching consumers in specific neighborhoods or communities, allowing brands to create highly relevant and personalized messaging. By tailoring campaigns to local culture, trends, and needs, businesses can build stronger connections and drive higher engagement.
The biggest industry leaders are getting on board with this way of thinking. Unilever's new CEO, Fernando Fernandez, announced that the company will be significantly increasing investment in local influencers. Recognizing that traditional corporate messaging often faces skepticism, he champions the importance of authentic, community-rooted voices to promote Unilever's brands.
He said: "There are 19,000 zip codes in India, there are 5,764 municipalities in Brazil. I want one influencer in each of them. In some of them, I want 100, but at least I want one in each of them."
Hyperlocalized campaigns are highly targeted marketing efforts designed to engage a specific, narrowly defined geographic area or community. These campaigns leverage local culture, language, interests, and influencers with engaged followings.
A brand might run a hyperlocalized influencer campaign to ensure their message reaches their desired audience – for example, a restaurant may be running a promotion that is only effective in certain cities. For example, in our recent campaign with Pepsi for their Dig In initiative, we collaborated with local influencers to highlight MGM Residency Chefs, specifically targeting audiences in that area to visit restaurants supported by Pepsi’s Dig In initiative.
Targeting hyperlocalized audience groups allows brands to create highly relevant content, maximize ad spend efficiency, and create a cultural impact.
One effective way to amplify hyperlocal marketing efforts is by tailoring campaigns to reflect the specific needs and preferences of each store’s surrounding area. This could include customizing promotional messaging to highlight locally relevant offers, adjusting pricing strategies based on regional purchasing behaviors, or aligning product availability with what performs best in that market.
To further boost local relevance, brands can also partner with niche influencers who are trusted voices in their specific neighborhoods. When used strategically, these influencers can help communicate store-specific promotions or exclusive offers in a way that feels authentic, bridging the gap between digital messaging and in-person foot traffic.
As dating apps wain in popularity, Bumble needed to promote their in-person dating events in cities across America to increase audience engagement.
We worked with Bumble to identify influencers who could promote a range of the brand's city marketing initiatives – from their sponsored cheer zone at the NYC Marathon to community experiences at Bumble IRL Singles Nights in cities such as Chicago, Dallas, and Los Angeles.
We identified creators with a strong audience in the event locations and invited them to produce content that would resonate with their local audiences. Their content highlighted Bumble’s commitment to hosting more in-person events that provide a safe and fun environment for making connections.
Among the top-performing creators in this campaign:
This strategic creator collaboration successfully reinforced Bumble’s presence in key cities, driving engagement and excitement around its IRL events.
65% of consumers prefer content in their native language, yet one of the biggest challenges brands face when executing international influencer campaigns is the language and cultural barrier.
We have 8 years of experience running influencer marketing campaigns across 36 different markets, covering 19 languages. Having a truly global team means that we provide our clients with a deep understanding of local nuances, which allows us to create tailored campaigns that seamlessly integrate with regional audience preferences.
For one of our sports retail clients, we work with creators across multiple European markets, shaping the campaigns around fashion trends and preferences of each location. Members of our team communicate with the creators in their native languages, including French, Spanish, Italian, Portuguese, German, and Dutch, and campaigns are adapted accordingly.
To promote the Nike Shox trainer, our client had seen success with influencers that had a 'grittier' aesthetic in UK campaigns. However, when targeting the French market, female influencers in France tend to embrace a more elevated, fashion-forward style, leaning towards an “Adidas Samba: aesthetic rather than the raw, urban edge the brand had in mind.
This preference was also reflected in Spain and Italy, where creators similarly favored a more polished, trend-driven approach. As a result, we refined our selection strategy to align with these cultural preferences while still aligning with the campaign’s core identity.
Our ability to adapt campaign strategies for hyperlocalization benefits our clients because:
If you want to chat more about working with influencers to communicate with local audiences, drop us a line at hello@digitalvoices.com.
