What do German precision, the K-pop phenomenon, and the imagery of two plastic chairs all have in common?

Campaigns like e.l.f. von zehn, a German campaign by e.l.f. Beauty; KATSEYE, an American pop band trained in K-pop choreography; and Bad Bunny's latest album, DeBí TiRAR MáS FOToS, illustrate how brands must rethink their approach. Moving beyond the traditional “global to local” model, the real impact lies in a strategic shift: turning the local into the global.

At CROING l Creative Agency, we’ve seen firsthand how hyper-local strategies not only resonate with specific audiences but also have the power to connect deeply on a universal level. Brands that embrace cultural authenticity and dive deep into local roots will not only tell local stories but also create universal connections.

👏🏽 Huge shoutout to Patrick O'Keefe, Laurie Lam, Kory Marchisotto Jennifer Budres Tani and the E.L.F. BEAUTY team, as well as everyone behind Bad Bunny's album Rimas Music. and hashtag#KATSEYE for pushing boundaries.

👏🏽 Thank you Luz Corona, MPS, and the hashtag#CampaignUS team.

👏🏽 And of course, a big thank you to the hashtag#CROING team.

Read more on Campaign US—link in the comments.

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I’m Alejandra Salazar, Founder & CEO of CROING Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.