Maybelline is able to distinguish itself from other cosmetics brands by printing Chinese characters and zodiac signs in red on its products in Mahjong sets.

Mahjong is one of the most popular family games in China, not widely known in other countries/regions, and it combines many elements that Chinese people like to see during festivals -- family, wealth and entertainment. ,

Maybelline's New Year gift boxes are filled with novelty lipsticks such as "firecrackers," "Spring Festival couplets" and "Hongzhong," along with chic mahjong tiles, which have surprised many Chinese consumers.

Leveraging this and the Japanese tradition of sending “good luck” cards for the new school year, the famous chocolate bar brand offered customers the chance to print personalized messages on the wrapper and send via Japan Post.

The event involved daredevil skydiver Felix Baumgartner attempting the highest ever freefall skydive from a height of approximately 39 kilometres above earth. The outstanding event broke numerous world records, including the first time a human had broken the sound barrier without any form of engine power. This brave and bold marketing event played on Red Bull’s slogan, “Red Bull gives you wings.” and enhanced the brand’s image of being able to achieve the limit of one’s capabilities with the energy of it’s product.

KitKat in Japan is famous for bringing good luck as it sounds similar to the phrase ‘Kitto Katso’. The brand offered a chance for the customer to print personalized messages on wrappers and send by post. The launch was also during the exam seasons so the chocolates could be sent to wish students good luck with a chocolate break. 

With over 300 brands available across more than 190 countries allows this beer brand to be very versatile and local. 

Some of this sub-brands are exclusively produced and consumed in the area. Examples of this are Primus in central Africa or star in Nigeria. Harar in Ethiopia. Windhoek in Namibia. Maltina in Nigeria. Dos equis in USA and mexico. Red stripes in Jamaica, and a big etc.

But let's take maltina example as is a good one to represent Heineken Local strategy. Maltina is a non-alcoholic beer exclusively produced and consumed in Nigeria - country with a great desire for malt drinks. 

 The agency created an event, sort of like a farmers market where food specialists were invited. The event was documented by trending food bloggers – who shared posts on social media of the quality of the food. 

This campaign was aimed to dismiss the idea that Lidl sold food of low quality than other supermarkets. Even though this was a small event it sent a powerful message and people started reacting to the campaign by using the hashtag #lidlsuprises in their posts. 

Lidl then used some of the posts as adverts in shopping aisles. This was a very clever idea as people would then get excited to see their post-up in the store. People then post again most times show that their post is in the store, thereby creating cycle and keeping the hashtag alive. 

The company Netflix engages with their audience on a global scale. They have different sites for every country as well as adding films and genres that cater to that specific country. They have an algorithm that means that customers are matched with films and TV based of things that have watched. If a customer likes what they have watched they are able to let Netflix know giving the media a thumbs up or thumbs down. This simple system means that the company is constantly engaging with their audience. The streaming service is used by millions and through the company constantly changing its content it means that the audience always has new things to engage with. Having specific parental controls means that parents can feel comfortable leaving their children to use it. Catering to all age group allows the companies market to be broad as well as bringing in more revenue. 

 

The John Lewis Christmas ads have become something that people all around the UK look forward to. Every year they address a different theme in a way that is heart-warming for the holidays and unique. The different story lines within the ads means that people can follow along with them easily. They are always released at the time of year that involves bringing people together. As John Lewis is a brand local to the UK this caters to their audience. Many people looking forward to this each year means that a community forms and develops. In the 2020 advert the theme encompasses “Kindness” and with everything that has happened this year I think this theme is very important.

https://www.youtube.com/watch?v=Juv2c0xgGno
 

It’s one of thousands of organisations where Apple employees volunteer their time. And for every hour an employee gives, or dollar they donate, Apple provides matching funds for both. In 2018, that added up to more than a quarter of a million hours volunteered and more than $125 million donated to organisations around the world.