International brands typically outperform domestic players in digital. But in Brazil, local brands top L2’s Digital IQ Index: Beverages, from Skol in first place to Guaraná Antarctica in fourth.
The key to that success is localized content. The study finds that 16% of brands do not have localized sites – a necessity given that most of the population only speaks Portuguese.
Local brands not only offer Portuguese-language sites and social content, but also create unique concepts tailored to the Brazilian market. For example, Genius brand Skol has launched a radio station, a site with churrasco recipes, and even an app that locates the nearest Skol for the best price.
Red Bull offers a model of how international brands can do localization well. The brand site features an extensive array of localized content – from articles about extreme sports to an interactive map featuring the brand’s cartoon commercials in Portuguese. Red Bull has also rolled out a series of popular mobile games. The result: along with Skol, the energy drink brand has the most-visited site in the Index.