Three Best Practices for Successful Global Campaigns

Diversification, Localization, and Engaging Creative

Words by Tamrah Chalom, Marketing & Communications Manager
Published July 10, 2024
Last Updated July 10, 2024

In a recent webinar hosted by the Public Affairs Council (PAC), NJI CEO and Co-Founder Nathan Imperiale and PAC Senior Director of Public Affairs Practice Kristin Brackemeyer shared best practices for successful global campaigns. 

After 17 years of experience building international campaigns, Imperiale shared three themes that have proven essential across borders:


  1. Diversification: A diversified approach increases campaign reach, effectiveness, and resilience.
  2. Localization: Tailoring campaigns to fit the local context, language, and culture can significantly enhance their effectiveness.
  3. Engaging Creative: High-quality visuals paired with compelling stories are essential for capturing and retaining audience attention.


Gone are the days when a single communication strategy suffices. Today, diversification is key. By integrating public relations and public affairs strategies with digital, out-of-home, and social media advertisements, we create more resilient and effective campaigns.

Multi-channel campaigns typically see a 24% increase in ROI and a 36% higher conversion rate. In addition, the old adage that it takes seven exposures for an ad to truly resonate still rings true today. Further, each of those seven exposures are most effective when coming from multiple avenues. 

Diversification isn’t about reaching a broader audience; it’s about creating multiple touchpoints to engage a highly targeted audience across different platforms.


Localization is critical for global success. 68% of policymakers are more likely to engage with content tailored to their specific region. Localization goes beyond translation. It involves adapting visuals, messages, and strategies to resonate with local audiences.

Localized campaigns can see up to 45% higher engagement among journalists covering local and regional news. Additionally, 52% of industry professionals believe localized content is more effective in influencing public opinion within their sector. 

Moreover, there’s a 60% increase in trust from local stakeholders when campaigns are localized to address regional needs and concerns. Successful localization respects cultural nuances and preferences, making brands both relatable and credible.

Engaging Creative

The third and arguably most important pillar of successful public affairs campaigns is visually striking, engaging creative and content. Investing in quality creative ensures that campaigns are not only seen but also remembered and acted upon.

High-quality visuals paired with compelling stories are essential for capturing and retaining audience attention. Studies show content with relevant images gets 94% more views, and video content is 50 times more likely to drive organic search results than plain text. Engaging creative goes beyond visuals: interactive elements invite further audience participation and boosts engagement.

Brand cohesion and a strong brand identity make campaigns more effective by building brand recognition and trust. Everything from pocket cards to Instagram ads must be visually compelling with consistent branding to maximize engagement, recall, and impact.

Putting Best Practices Into Action

Today, campaigns geared toward policymakers, journalists, grassroots supporters, and politicians must be as compelling as consumer marketing campaigns. NJI works with global corporations and associations to lead public affairs campaigns that resonate with highly targeted audiences.

The responsible sports betting campaign we launched with the
American Gaming Association—featuring partnerships with the NBA, MLB, NHL, NFL, and WNBA—exceeded impression goals and reached 8,000 priority stakeholders.

Reach out for a fresh perspective on your next global campaign.