This wasn’t just a simple UK→US English job. To resonate with audiences in these diverse and dynamic markets, we’ve invested heavily in a comprehensive localization process that goes far beyond language. Our segments are now crafted specifically with North American cultural context in mind — meaning your campaigns can connect more deeply, drive stronger engagement, and perform better across regional markets.
Here’s how we made it happen:
Local Market Research
We started by diving into the unique behaviors, preferences, and cultural nuances of North American audiences. From trending topics in Los Angeles to regional sensitivities in Québec, our content and segments are informed by local insights.
Culturally-Tailored Messaging
We’ve developed messaging that starts with a U.S. or Canadian mindset — reflecting local idioms, humor, pop culture references, and tone. Whether you're running a campaign in New York, Toronto, or Vancouver, your message will land just right.
Multilingual Support for Diverse Audiences
- French Canada: We've localized segments specifically for Québécois French — similar, but not an exact match to its cousin in Europe — capturing the expressions and cultural preferences unique to French-speaking Canadians.
- Spanish-speaking U.S.: With over 40 million Spanish speakers in the U.S., we’ve also updated Spanish-language segments that reflect the bilingual, bicultural reality of Hispanic American audiences. These aren’t generic translations — they’re localized with input from US-based Latin linguists and cultural consultants.
AI Meets Ethics — and a Bit of Human Intelligence
Our localization work is powered by cutting-edge AI, but we firmly believe that great campaigns come from the perfect balance of automation and human judgment. Every segment we create is reviewed and refined by expert linguists and cultural specialists. AI struggles to understand the universal appeal of a dad joke from Winnipeg or the potential unfavorability of a Miami meme like a human can. We take ethical AI use seriously and always prioritize brand safety, transparency, inclusivity, and relevance — with real people overseeing every step.
Hyper-Relevant Segmentation
Our updated catalog includes adaptable segments tailored to North American lifestyle trends, consumer behaviors, and regional subcultures. Our custom solutions can help you reach hyperspecific subgroups, be it a Midwestern Zillennial, new parents in Montréal, or wellness enthusiasts in Southern California, we’ve got you covered.
Explore the Full Catalog
Ready to build your next campaign? Browse our updated catalog to discover the full library of segments across the U.S. and Canada — in English, Spanish, and French. You’ll find fresh inspiration, powerful audience insights, and all the tools you need for a truly localized, continent-wide rollout.
photo credit: arcadesign