TNT/FedEx, Culturally Adapted Google Ads Across 3 Countries
ADAPT Framework applied to Google Ads copy across the Netherlands, Portugal, and Singapore. Cultural adaptation tested A/B against an unadapted control in each market.
Challenge
TNT/FedEx wanted to improve Google Ads search performance across the Netherlands, Portugal, and Singapore, three culturally distinct markets with different communication styles and buying behaviours.
Approach
- Applied the ADAPT Culture Framework to analyse cultural dimensions per market
- Adapted ad copy based on Hofstede's cultural dimensions (uncertainty avoidance, individualism, power distance)
- Tailored messaging tone: direct for NL, relationship-focused for PT, authority-referencing for SG
- A/B tested culturally adapted vs generic ad copy
Results
"What we learned: the same product benefits need entirely different messaging per culture. Small copy changes based on cultural research deliver measurable performance gains."
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