Our Work In Action

Our work reflects our local-first internationally consistent philosophy.

Is award winning across the globe.

Delivers real business impact for our clients.

We Produce Some Of The Best Work In The World And The Industry Agrees

Here is some of our award winning work.

View Work

We Produce Some Of The Best Work In The World And The Industry Agrees

Here is some of our award winning work.

View Work

Graff

Raising awareness of the brand through innovation with a long-term legacy media partner

For over half a century, the House of Graff has remained unwavering in its commitment to designing  and   crafting  magnificent  pieces  of  timeless jewellery.

Generations of the Graff family have employed their expertise and experience, personally selecting every stone and – uniquely among diamond houses – presiding over every step of its journey. No stage is bypassed.  No  shortcuts  are  taken.  Only  perfection matters.

They are the ultimate global luxury brand, but are still a bit of a well-kept secret.

With the objective being to elevate brand awareness for Graff, positioning it as the defining luxury brand for the Financial Times' affluent and discerning readership, we partnered with the publisher to deliver an multi-layered partnership for Graff centred on creating Incomparable Media Moments while unlocking significant added value.

Aimed at HNWI audience, by committing upfront, we secured new and impactful formats, ensuring a fully connected print and digital experience throughout the year to maximise brand visibility.

The focus was on innovative formats, specifically through which we debuted a Cover Wrap, Custom Content for High Jewellery, The making of a masterpiece and What makes a legendary stone, was consistent with our leadership positioning and we also invested in New Issues (HTSI).

This was executed in the United Kingdom with a halo effect in the United States, France and China.

This was a true first for Graff and the publisher, with an uplift of
more than 10% in branded search terms and footfall in key targeted
city locations.

LuisaViaRoma

Increasing revenue by 106% with an AI model that predicts high-value customers for the brand

LuisaViaRoma is one of the leading online luxury fashion retailers in the world. It offers a curated selection of clothing and accessories for men, women, and children, as well as beauty and home items, featuring collections from over 500 esteemed international luxury brands.

The wanted to optimise their customer acquisition campaigns’ conversion rate, which was low compared to product views or even purchases added to cart.

The challenge was that the volume of conversions was insufficient
for Google’s algorithms to establish an optimal pattern for optimisation. Therefore, we worked with Google directly in order to build a
new model.

Together with Google, we incorporated new signals, product view and add to cart, to make predictions about purchase intent at those stages. We used historical data provided by LuisaViaRoma to train the model and data tracking on the website to enable it to make predictions.
This way, whenever a user visited the website and performed any of these actions, a score was sent to Google in real-time. Thanks to this approach, available data volumes increased significantly,
optimising sales.

With an A/B test with equal investment (control: tROAS using purchase data / test: tROAS using not just purchase data, but also propensity-to-purchase data), we measured the incremental impact of including this predictive model into the custom bidding of DV360 campaigns:​
  • Sales: +36%​
  • Revenue: +106%: contributing to LuisaViaRoma’s +27% revenue growth BO for 2023, while also increasing brand consideration​
  • ROAS: +100%​
  • CPA: -25%

    • Erborian

    Improving the profitability of a young, up and coming brand

    Erborian is a French-Korean, premium skincare brand, part of the L’Occitane Group that combines traditional Korean medicinal science and high technology. Established in over 15 countries, most of their products are sold online.

    Using Google, Bing and Meta as digital customer acquisition channels, their clients main challenge was to increase profitability across all markets, whilst showing sustainable growth in three: France, UK and US.

    We made some immediate changes. Firstly, we simplified their accounts, restructuring them to be more reflective of their objectives. The structure was time-based, not goal-based, so their learning phase restarted every month. We also designed it to be sustainable in order to absorb future variations in volume.

    We launched key performance-orientated formats driven by ROAS: Dynamic Product Ads and Dynamic Remarketing in Catalogue Sales campaigns on Meta and Performance Max campaigns on Google.​

    Finally, we exploited all targeting possible on Meta, in particular,
    the Lookalike targeting, which remained very marginal on
    Erborian’s account.

    Our optimisation on Google and Meta accounts increased the overall ROAS by 12% and generated 48% more revenue than the previous year in a 6-month period.

    Little Caesars #UnlockPretzelCrust

    Little Caesars has a passionate American fan base eagerly awaiting the return of the Pretzel Crust Pizza.

    Our challenge was to tap into their enthusiasm and create a buzz around the comeback of this cheesy, pretzel-y delight.

    In collaboration with partner agencies, we crafted an innovative teaser campaign aimed at building maximum awareness and anticipation ahead of the pizza’s return.

    We encouraged the brand’s most loyal customers and advocates to participate in the #UnlockPretzelCrust challenge.

    Codes were hidden both online and in real-world locations, with prizes ranging from Pretzel Crust-themed pillows to a custom-designed Vespa. However, there was a twist: once the prize linked to each code was claimed, that code would be permanently locked.

    Fans were relentless in their hunt for the codes, creating excitement and buzz throughout the campaign. Once the product launched, we put it back in the hands of prominent TikTok and Twitch creators and let them run wild with awesome Pretzel Crust swag and, of course, some of the tastiest Pretzel Crust Pizza out there!

    Codes were redeemed incredibly quickly – most within 24 hours of posting and many within minutes. Buzz was massive as organic creator views over-delivered by over 50%, and the sentiment was overwhelmingly positive.

  • 700% increase in brand social conversation
  • 72MM social impressions
  • Top performing product in 2021

    • Bicester Village Collection

    Finding the audiences that count

    The Villages, present in 6 countries across Europe, (UK, Spain, Germany, Italy, Ireland & Belgium), had increasingly positioned themselves as providing a premium shopping experience.

    In their quest to support that premium positioning, we  were  asked  to  help  them  identify  and then  drive  those  wealthier  customers  into  store  where we would then assess their cost per store visit (eCPSV). 

    Although we use traditional channels to build brand awareness, more than 50% of the budgets for the Villages are digital. We used that digital spend to accurately identify and drive the more affluent audiences into the physical villages and measured the improvement in Cost Per Store Visit (eCPSV). We also targeted source markets such as Dubai, where we identified travel behaviours alongside propensity to luxury shop, and drove the tourist audience into the properties at their holiday destination.

    We measured our eCPSV success using Google’s proprietary metric that they have built for search traffic, and for programmatic, we used Adsquare. Although eCPSV was our ultimate goal, we also monitored all media metrics to ensure each channel was contributing appropriately and fuelled ongoing optimisation. We also used media modeling to assess the impact of traditional and digital channels in order to optimise overall channel mix and budgets between countries.

    As a result we successfully & significantly improved the eCPSV in each of the 3 years we have supported the business.​

    Specifically, Bicester Village UK, eCPSV £7.05, Fidenza Village IT, eCPSV €8.80 and Kildare Village IRE, €15.57

    Nanhi Kali #EveryGirlMatters

    We were tasked with creating a campaign that had the ability to foster emotional connections with audiences.

    The campaign covering India, US, UAE, UK and Canada aimed to increase the support of girls’ education. This was achieved by establishing a level of confidence and credibility towards the cause.

    The unique and trustworthy campaign inspires individuals to undertake philanthropic endeavours and feel as though they are part of a greater positive change within the global landscape.

    This campaign has seen the successful implementation of a philanthropic event, that was used as a social media tag, broadening global outreach. The strategy was made more effective through the use of accurate audience segmentation tools.

    A diversified segmentation bucket was used to re-target value customers and increase donations. We used a multi layered execution strategy, including social media services and other video streaming platforms. During the campaign we identified a key market segment which we targeted in the second stage of the strategic execution.

    The campaign delivered more than 345m impressions across video and social media, garnering in excess of ₹80m through donation.

    NetJets

    Driving awareness amongst the Elite

    Founded in 1964, NetJets is the worldwide leader in private aviation specialising in fractional ownership of private business jets.​

    With market share largely driven by its US business, our objective was to drive awareness and leads across EMEA to Ultra High Net Worth Individuals (UHNWI – Disposable income $30Million+).

    In order to meet our objective, we designed a three pronged approach; we created an integrated model, recommended a data driven marketing approach that capitalised on existing data and undertook a website and call centre analysis to improve lead generation.

    We created synergies across their marketing events (PGA, Wimbledon, Monaco GP, etc.) by aligning timings and assets across their offline brand activity (Private airport outdoor ads, FT cover wraps for Monaco, etc.) and their digital activity (both events-led activity like the PGA website ads and performance-driven activity via GDN, Facebook and LinkedIn) to ensure the greatest impact.​​

    Social and Google Display Network ads used third-party data to target affluent and high-income individuals, and LinkedIn targeted C-suite audiences exclusively. Retargeting ads were also set up to ensure NetJets capitalised on those who are in-market.​​

    A Heatmap analysis was conducted on the ‘Sign up/Enquiries page’ to understand how audiences interacted with the page and made simple improvements to allow them to sign up quicker and easier. Also, calls from NetJets UK call centres were tracked to monitor and start plugging the gap in content development and customer education to improve lead conversion.​​

  • +28% brand search increase​ (6 markets)​ YOY
  • +118% sessions YOY​​
  • +144% paid media leads YOY​

    • Elections Quebec: Reversing The Trend

    A steady decline in provincial voting turnout across Canada in the younger demographic had led to a 20% drop since 1976.

    We needed to rejuvenate the voter base by attracting younger people to the polls, without alienating older voters. Due to electoral law, we only had one month to do it.

    Faced with this target audience and with this daunting challenge, disruption was necessary to be effective.

    We acquired several plots of virtual land to place bill board messages in the metaverse via Sandbox, in order to generate awareness
    and engagement.

    We created a disruptive, integrated approach across TV, social, OOH & earned media. This was designed to get as much cut through as possible in a limited time-frame to influence.

    The campaign delivered unprecedented media coverage for a Quebec election with a 90% awareness rate amongst all adult residents of Quebec and 93% against 18-35 year olds.
    Social engagement was through the roof!
    - +588% on Facebook
    +1,623% on instagram
    115K likes on TikTok with our top performing video delivering over 350K organic views.

    Lionsgate+

    Standing out to combat misattribution

    The landscape of streaming platforms is cluttered and highly competitive. Many consumers are not sure which shows belong to which platforms. The challenge for us was to build significant awareness of the new Lionsgate+ brand name and new look/colours across it’s 6 key international markets (DE, UK, FR, ES, MX and BR).

    Our target audience were aged 25-54 & classified as high SVOD usage audiences. We created a global media strategy based on creating memorable moments through high reach generating platforms TV, Digital Video and OOH. Our key priority was to ensure that our budget maximised reach and impact.

    The strategy focused on 3 key strategic pillars: ​

  • CONTEXT​: Ensuring we were present in contexts linked to entertainment – both place and time ​
  • PREMIUM: Ensuring we used large premium quality formats and placements to stand out, be memorable and that people want to capture and share​​
  • FREQUENCY & RECENCY: Increasing memorability through frequency and being the last message they see​.

    • The campaign launched in October – November 2022 with spectacular results. There was a 17% uplift in branded search volume and a double figure increase in the number of subscribers compared to the 8 week period prior. A YouTube brand lift study also showed significant uplift, particularly among women.

    Quebec Toyota Dealers Association - The Quest for Silence

    Faced with an unprecedented vehicle shortage, the Quebec Toyota Dealers Association had to adapt and shift its focus from short-term sales to increasing future brand consideration.

    COVID-19 had a significant impact on the global supply chain, and the auto industry was one of the most affected sectors. Electric vehicles, including hybrids, are becoming an increasingly popular choice. As a leader in the hybrid category, Toyota could naturally centre its communications on these products to attract future buyers in Quebec.

    Our research revealed that 42% of these consumers were millennials. The main challenge was that this key demographic primarily intended to buy from competitors. We were in a fortunate position to change that trajectory.

    We discovered that millennials were seeking peace and quiet. Toyota's hybrid vehicles, with their ability to offer a quieter driving experience, became the key to engaging these potential buyers. Instead of producing a typical loud and flashy automotive campaign, we focused on the theme of silence at every touchpoint. The strategy aimed to engage our target audience in busy, noisy environments to highlight the contrast that Toyota hybrids could provide, creating a sense of sanctuary for these potential buyers.

    We collaborated with two invaluable partners—Pelmorex and a real estate firm that had access to the necessary decibel data—to create a noise map for the province of Quebec. Pelmorex linked decibel data (ranging from 0 to 5) from over 221,000 postal codes with its anonymised and aggregated location data to complete the map. This allowed us to target millennials living in noisy areas and inspire them to seek out quieter environments. To engage their interest, we worked closely with creatives, drawing inspiration from anti-stress trends such as autonomous sensory meridian response (ASMR), nature sounds, and the slow living movement.

    The data was first used locally on Pelmorex's platforms to launch our slow-living-inspired banners and leverage its postal code-targeting capabilities. It was later extended to global platforms like YouTube, Facebook, and Instagram, where we featured inspiring sensory videos incorporating nature sounds and automotive sound design to enhance Toyota’s audio brand identity. On Spotify, a key audio platform, we featured audio spots with nature sounds to provide calming and inspiring moments for millennials.

  • 68% increase in visits to Quebec dealerships by 25-to 32-year-olds.
  • Click-through rate (CTR) for our YouTube execution reaching 2.72%.
  • 64% lower cost per user than the national average from the
    previous year.
  • Compared to 2021, we reached 257% more millennials, engaged 144% more with them, and garnered 120% more video views, all with 62% less investment.
  • 267,000 new prospects to our retargeting pool of millennials, ready to be converted through social networks.
  • Searches for the Corolla hybrid, the star of our campaign, saw a conversion rate (find a dealer, use the calculator, etc.) that was 177% higher compared to the same period in 2021.

    • Universidad Europea

    Breakthrough results: 20% more qualified leads for Universidad Europea (UE)

    Based in Spain, Universidad Europea is one of Europe’s leading private universities with over 16,000 students representing more than 100 nationalities.​

    Like many institutions in a competitive higher education landscape, Universidad Europea faced the challenge of boosting student enrolment. The campaign focused on optimizing their sign-up programme to attract prospective students.​

    Based on the insight that students typically do not make the decision of which college to attend overnight, UE struggled with the fact that major marketing platforms today don’t keep records of those users who have shown interest for more than 90 days (maximum). As such, optimising CPA can be extremely challenging, due to the long-tail nature of the university enrolment cycle. So we decided to address this head on.

    AI modelling was employed to forecast the leads with the highest likelihood of converting into enrolments, by integrating online and offline events. The new model powered online campaigns and streamlined all call-centre prioritisation.

    This has led to breakthrough results for the brand.​
  • 47% lower CPA​
  • 23% higher ROAS​
  • 20% more qualified leads​
  • 80% more enrolments

    • Verisure

    Boosting Sales Growth and Efficiency: Verisure’s Success Story with AI-Powered Advertising

    Verisure is the second largest home alarm provider in the world, trading as Verisure in most of the countries they operate, and as Securitas Direct in Spain and Portugal. The company has more than 4.7 million customers in 17 countries across Europe and Latin America.

    Despite increasing turnover year on year,    Verisure Italy wanted to generate additional efficiencies by focusing on qualified leads that deliver long term profitability.

    Existing campaigns had already been highly optimised, so this required a careful review of the most sensitive areas in terms of efficiency. Having analysed the existing data in terms of quality and volume, Local Planet proposed the use of their artificial intelligence (AI) technology developed in-house: Gauss Smart Advertising.

    Predictive models capable of anticipating the future value of the leads registered on the web, were used to make the whole process of acquiring new customers more efficient. This was done by making real-time predications of the propensity to install, the last step in their business model and therefore, most closely linked with turnover. The test was carried out in Italy, in campaigns for alarms in Search Ads. To evaluate the results objectively, an AB test was conducted with Gauss Smart Advertising creating a test group and a control group formed from ongoing campaigns. ​ The test group was asked to optimise predicted return of ads spend and the control group was asked to optimise cost per acquisition.

    We improved installations by 8.3% and reduce CPI by 27%​
    +8.3% Installations (Test vs Control)
    -27% CPI

    CALM

    How CALM turned the tragic increase of youth suicide into a nationwide talking point

    In 2024, the biggest killer of young people in the UK was suicide. In the last ten years, 6,929 young people between 16-24 years old have taken their own life. But despite the unacceptable loss of life, youth suicide is seldom talked about.

    CALM wanted to do something incendiary that made youth suicide a nationwide talking point among trusted adults (adults involved in the wellbeing of a young person – parent, teacher, or coach).

    Whilst birthdays are supposed to be a day of celebration, for some families who have lost a young person to suicide, it is a day of grief. Missed Birthdays sought to use this fact to turn the tragic increase of youth suicide into a nationwide talking point.

    The heart of the campaign was an installation of 6,929 birthday balloons at Westfield, London – a high footfall, high profile, extremely unexpected location. Each balloon represented a life lost to suicide in the last decade and the birthday they never reached. Visitors heard moving, intimate voice messages from 40+ family members who all spoke about the young person they had lost and the change they hoped the campaign would bring.

    The campaign included TV coverage, of the installation, OOH, digital and social.

    The total impact is still unknown, but we do have some
    performance metrics:

    - 657 media impressions viewed across print, broadcast, online ands CALM socials
    - Social engagement went up 701% across CALM content
    - 2.5m organic TikTok shares
    - CARE kit reached 40% UK adult population
    - 60% CARE emails were opened compared to usual 35.4%
    - Total daily donation +453% when live
    - +4182% increase in CALM newsletter sign ups
    - 731% increase in visits to CALM website.

    People's Postcode Lottery

    Here’s how some of media’s most recognized reversed four years of declining sales and raised £340m for charity in the process

    Since launching in the UK in 2005, People’s Postcode Lottery (PPL) has attracted 4.2m players across 70% of all postcodes, raising £1.2bn for good causes and creating daily, weekly and monthly winners. However, consideration was plateauing and ticket sales had fallen for 4 straight years. Non-players questioned if there was really any chance of winning, or charities benefitting.

    We needed to build trust amongst those non-players. Needing to generate feelings of trust and transparency, we decided to leverage media’s reliable role in collective culture and integrate the PPL into the most iconic programming, using loved household celebrity names.

    We used those well-known, well-loved celebrity faces, in well-known, well-loved programming, to ask people, “Is your door in the draw?”

    We brought the biggest broadcasters in the UK together to create TV spots tailored to their style and matched the celebrities accordingly. For example, Paddy McGuinness and Emma Willis asked the question by the doors of ITV’s Emmerdale, The Woolpack and Coronation Street, Rovers Return and Sky’s Mike Wedderburn delivered breaking news on the charities supported from the familiar surroundings of the Sky Sports news ticker. A series of adverts followed, with the campaign stretching from TV out onto OHH and socials.

    We had our biggest year in history.

    - When April partnerships kicked in, sales rose 57% over the previous year. Raising £30.5m for charities over the average lifetime of
    new players.
    - The new creative delivered our biggest sales month ever, a 12% increase yr/yr, raising £60m for charities, but also supported additional sales throughout the year.
    - 2024 sales were up 12% on 2023, making it the biggest year ever for the business.
    - The total ticket sales driven in 2024 will ultimately deliver £340m to charities in the UK.

    Méo

    How can you play in the big leagues in an ultra-competitive market
    dominated by giants?​

    French Coffee brand Méo had developed a new brand claim based on three key pillars; the brand’s commitments, the quality of the brand’s exceptional coffee an it’s accessibility. 

    It was essential that we developed a strategy that would cut through the highly competitive, noisy marketplace and help bring the brand’s new claim closer to consumer.

    We wanted them to believe that “Méo is the coffee they’ve been looking for!”

    In a budget constraint framework, we needed to use media to drive home the idea of obviousness in a challenging space, on the most rewarding targets for our client. 

    We crossed data from retailers on Coffee consumption in France, with Meo product listings, leading us to identify the most profitable opportunities on France territory and grasp them. We then implemented a two-pronged strategic approach : running a national campaign that would win over all coffee lovers, with specific push on 4 regions to boost those high potential areas in terms of sales.

    We executed a selective media channels campaign across the month of April 2024, which included :
    -Replay TV, VOL and Radio, Audio for upper funnel awareness.
    -DOH and Retail media for mid funnel consideration
    -Sponsored products and programming for low funnel conversion.

    Results were good in terms of visibility and business impact.
    - In Intermarche, the campaign increased share of online grocery shopping by 1%
    - This equated to +11.6% in incremental revenue and +9.1% in incremental buyers
    - In Auchan, the campaign increased sales revenue by 8% (versus before), and was responsible for 7.1% of additional sales
    (versus pilot stores)
    - In terms of the total coffee market, Méo’s value share rose to 3.1% and showed revenue growth of 45.3 yr/yr.

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    Frequently Asked Questions

    Local Planet is a global media agency network formed by leading independent, privately owned media agencies from across the globe.

    Local Planet is present in 137 markets and manages more than $16 bn of media investment for our clients.

    Local Planet is the largest privately owned global media agency network. The network is wholly owned by its agencies and management via a joint shareholding model.

    We want to continue righting the wrongs of international media. We want to better serve international advertisers some of whose needs are not always met by Holding Companies.

    Our global team is made up of senior and experienced international practitioners in: Client Management, Digital, Data, Trading, Strategy, Innovation and Growth.
    We have regional Leadership in: EMEA, NA, LATAM and APAC, and Network Directors in 35 key markets.

    We are deeply committed to transparency in media and data. If you want to find out more contact us for a copy of our detailed Transparency Charter.