ADAPTING A GLOBAL PURPOSE TO A LOCAL MARKET

Challenge

Find a relevant social tension that grounds the brand’s global purpose in Argentine women’s lives and gives its communications local meaning.

Approach

We held ethnographic conversations with groups of friends recruited through social media about the challenges and barriers of being a woman in Argentina. Their accounts and insights became a video that inspired a workshop to define and adapt the global purpose.

Outcome

The exercise redefined the brand’s purpose for Argentina, creating a more authentic, empathetic and culturally relevant communication platform.