Case Study: Global FMCG achieves localized marketing and successful Middle East market entry with Linkfluence

Explore New Trends In Order To Localise Marketing And Retail Strategy

A global FMCG leader engaged its communications and CMI teams to enter the Middle Eastern market and localise its marketing and retail strategy, with a snacking-focused brief. The challenge was to uncover market-specific insights — recognising the Middle Eastern social web is structured differently from Europe (forums are more important) — to successfully establish the brand locally.

Linkfluence conducted a year-long Social Data Intelligence study of ~135,000 Middle Eastern social posts (primarily Twitter and specialised forums), analysing uses, habits, purchase deterrents and expectations around snacking. Deliverables included the top 10 mentioned snacks, seven actionable snacking communities, a snack-category vs. platform share matrix and a top-3 expectations ranking; the findings confirmed strong market potential, drove repositioning around “pleasure snacking” for young consumers and led to promotional/transactional initiatives (e.g., “Snacking Day”), with plans to replicate the approach in Europe.