UGC for Pepita Viajera in Italy

How We Adapted Pepita's Advertising Creatives for the Local Market

Expanding an eCommerce business to another country involves much more than launching advertising campaigns in a new territory.

One of the factors that influence the connection with consumers is the brand's ability to communicate in a familiar way, using the local language and cultural codes.

With this in mind, at Ecommedia, we developed a UGC content strategy for Pepita in Italy, based on collaborating with local creators and producing videos specifically for that market.

From Translation to Local Content Creation

A common practice in international advertising is to reuse creatives developed for the home market and translate their copy.

Although this option can be useful, it does not always take full advantage of the opportunity to adapt the message to consumers in the target country.

For the Pepita project, we chose to work with specialized platforms that allow us to find content creators based in Italy.

This makes it easier to produce content directly in Italian and create messages that feel more natural to the local audience.

Creatives Designed for Italian Consumers

Creator-generated content allows a brand to be presented using formats that are similar to those users typically consume on social media.

Instead of relying exclusively on corporate ads, UGC features real people, everyday expressions, and a less rigid communication style.

In addition, working with different types of creators opens up the possibility of experimenting with various approaches: product presentations, user experiences, recommendations, or short videos focused on specific benefits.

This content can later be incorporated into digital advertising campaigns to assess the market's response.