1 brand, 1 voice, 28 countries - Carl's Jr.
As an international brand in rapid growth, Carl’s Jr. has the challenge of maintaining an orchestrated brand voice in multiple languages and social media platforms for all the countries where they have a presence.
Immediate action was required not only to regain connection and a sense of shared purpose with followers but in the process to create a reproducible approach toward sustaining a single voice across the markets.
The plan:
- Create a global strategy to position the brand in a relevant way for international markets.
- Build upon best practices to strengthen and unify communications on all platforms and provide tangible business lift.
- Translate this strategy into workshops and playbooks so that local teams can execute immediately applicable learnings for a strong and unified worldwide brand while retaining a relatable local flavor.
The playbook helped guide from the bigger picture of brand voice, positioning, calendars, organic vs. dark, and platform roles, to the details of best imagery, copy nuances, how to leverage trends and their application to the social space.
Thanks for watching!
