The challenge
Epson faced a significant challenge: their reliance on a centralised messaging hierarchy led to creative fatigue and limited their understanding of what truly resonates with customers across different markets. This stifled innovation and hindered their ability to tailor messages for diverse audience segments, causing them to miss valuable insights.
To tackle this challenge, Epson needed a more dynamic strategy to connect with customers more effectively, ensuring their messaging was both relevant and engaging in each unique market.
We transformed Epson’s messaging strategy from centralised to customised, driving greater audience engagement and brand resonance.
The solution
We blended behavioural science insights with existing audience data to create a test-and-learn framework, developing highly tailored messaging variations for two key markets: France and the UK.
To maintain consistency, we used transcreation to ensure the core message worked well in both languages while retaining local idioms. Then, once we had the unique messages ready, we tested them on social media in each market and refined them further where needed.
This hands-on approach helped us gather valuable audience insights and better understand what truly resonates with customers in different regions.
The impact
The test delivered impressive results, significantly boosting campaign performance with a massive 90% increase in click-through rates in France, and a 22% uplift in the UK.
Beyond just numbers, it also provided valuable insights into what truly connects with prospective customers in these markets, which will also inform future campaigns.
