Wolt - UGC Localization Campaign
Background
Wolt challenged our team to develop a scalable UGC campaign that could be deployed across 18 countries and languages using only nine core concepts. The goal was to create ideas that felt culturally relevant across diverse markets while still maintaining a cohesive campaign strategy.
My role included concept development, creator briefing, and creative direction across the campaign. To maximize authenticity, creators were sourced directly from each target country and encouraged to adapt the concepts to their local audience, incorporating region-specific humor, habits, and cultural references. I developed detailed creator briefs outlining the creative intent, key messaging, and required footage while leaving room for localization and personal interpretation.
Working across multiple languages also required close collaboration with translators to ensure scripts, messaging, and creative direction remained accurate throughout production. The final campaign balanced global consistency with local relevance, resulting in content that felt native to each market while supporting a unified brand strategy.
Feed Your Food Addiction
Summary
We begin with mouth-watering close-ups of a local dish from different angles, highlighting rich sauces and enticing sides. These visuals are enhanced by eye-catching animated overlays and a rhythmic drum beat. We will conclude with engaging shots of the delivery bag. With no voiceover, it relies on engaging visuals and captions to fuel cravings and encourage indulgence.
Hook
Intro Text Hook first 5-6s: "Every delicious bite, every crunchy moment-just the way you love it' Text overlay 6s-Video End: "Delivered to our door with a $0 delivery fee”
Regional Difference
The dish highlighted will be region specific
strategy
The strategy focuses on creating an emotional and sensory connection with food through high-impact visuals and rhythmic pacing. By showcasing region-specific dishes, it ensures cultural relevance while maintaining a universally enticing appeal. The absence of voiceover enhances adaptability across 18 markets, while bold captions drive home the ease and value of ordering.
Videos
Czech Republic
norwegian
Sweden
Best decision
Summary
This concept focuses on mouth-watering food and the effortless experience of ordering with Wolt. It starts with the creator savoring a delicious meal at home, with close-up shots that make the food look irresistible. Fun, quick clips capture the entire process-ordering from the couch, grabbing their food from the door, and digging in-all highlighting the convenience of fast ordering and $0 delivery fees. Choosing Wolt was the best decision they made all week, saving them time and letting them fully relax without the hassle of cooking or cleaning. We end the video with the creator inviting the viewer to order their own, "What are your Wolt faves? Order them now!"
Hook
"Why ordering from Wolt is the best decision I've made all week."
Regional Differences
The restaurants featured + dish chosen will change based on what is popular per region.
STRATEGY
Crave-worthy visuals and a seamless ordering experience make food delivery feel effortless and rewarding. This approach appeals to multiple regions by highlighting the universal desire for convenience
Videos
Hungary
Slovenia
Sweden
Skip the chop
Summary
The talent is stuck chopping and prepping ingredients, frustrated by how long it's taking. Meanwhile, a split screen shows an alternate version of them getting things done around the house because they ordered food with Wolt. Finally, the frustrated version looks over, realizes there's a better way, and says, "Why don't I just Wolt?" They place an order, and the split screen merges as they happily enjoy their meal-no prep, no hassle.
Hook
"Me making a sandwich vs. me ordering from Wolt. Guess which one wins?"
Regional Differences
The restaurants featured + dish chosen will change based on what is popular per region.
Strategy
This concept uses humor and relatable frustration to highlight the convenience of ordering from Wolt. By showcasing the time-consuming struggle of chopping and prepping food, it creates a clear contrast that makes food delivery the obvious, hassle-free solution. The exaggerated yet everyday scenario is universally relatable, making it highly adaptable across multiple regions, as the frustration of meal prep and the desire for a quicker alternative resonate with audiences everywhere.