Wolt - UGC Localization Campaign

challenge

Wolt challenged our team to develop a scalable UGC campaign that could be localized across 18 countries using just 9 core concepts. The goal was to create ideas that felt authentic within each market while maintaining a cohesive global campaign strategy.

I developed the campaign concepts, wrote creator briefs, and provided creative direction throughout production. Each concept was intentionally designed to be flexible enough for local creators to adapt naturally to their culture while preserving the campaign's core creative strategy. Rather than creating one-size-fits-all creative, we built concepts that could scale across markets without sacrificing authenticity or brand consistency.

Throughout production, I partnered with translators and local creators to review scripts, messaging, and creative execution, ensuring every deliverable remained culturally accurate while preserving the original creative intent.

My Role: Creative Strategy • Concept Development • Creator Direction • Creative Brief Writing • Localization Strategy • Creative QA • Cross-functional Collaboration

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

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

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.

Videos