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Social ads for Genesys: Driving engagement through creative innovation and localisation

Client: Genesys
Sector: Technology (SaaS)
Deliverables: paid social media, lead generation, content creation

Case overview

  • Localised creative assets and social ad strategy for APAC markets.
  • Tailored copywriting for region-specific campaigns
  • Managed significant social media budgets, focusing on conversion rate optimisation for higher ROI.


Background

When I joined the Genesys marketing team, their APAC campaigns were still heavily shaped by North American and European messaging. While efforts had been made to localise, the content often felt disconnected from the needs of markets like Australia/New Zealand (ANZ), India, and South Korea. This meant that large social media budgets weren’t being used to their full potential, and the target audience wasn’t seeing themselves in the ads they were being served.

It became clear that we needed to create a much deeper connection with these markets—something that went beyond simply translating content. We had to speak their language, showcase their stories, and build campaigns that felt relevant and personal to each region.

The challenge: Moving beyond surface-level localisation

Despite previous attempts at localisation, the APAC markets felt underserved. The testimonials and success stories we were promoting came from North American and European brands, which didn’t resonate with APAC audiences. Even the visuals felt out of place—what worked in the U.S. wasn’t going to land in India or Australia. With significant social media budgets on the line, the challenge was clear: adapt the creative and messaging to not only engage but convert these diverse markets.

The solution: A deeper dive into localisation and creative innovation

I led the effort to evolve the creative direction and social ad strategy, taking localisation further than ever before. Here’s how we did it:

Creative evolution and localisation

While localisation was already in place, we took it a step further by adapting the creative assets to better align with regional preferences:

  • India responded well to ads that showcased technology brands or product mockups—content that emphasised innovation and credibility.
  • Australia/New Zealand (ANZ) and Southeast Asia preferred people-centric imagery featuring well-known local brands, establishing a more personal connection.
  • South Korea leaned toward dynamic visuals combined with brand credibility, aligning with the market’s focus on cutting-edge tech.

By tailoring each ad to reflect these preferences, we built campaigns that felt authentic to each market, driving deeper engagement and a stronger emotional connection.

Copywriting expertise and testimonials

We also refined the copywriting to suit the tone and style of each region. Instead of relying on North American success stories, we sourced local testimonials and case studies that showcased APAC brands, giving the audience something they could relate to. The messaging became more concise, direct, and relevant—helping to build trust with prospects and drive engagement.

Lead generation strategy

Managing large social media budgets across ANZ, India, and South Korea required careful optimisation. We focused on maximising ROI by directing traffic to region-specific landing pages that were optimised for conversion:

  • Ads led to customised landing pages featuring local success stories and gated content like the “Power & Possibility of AI” ebook.
  • Clear CTAs encouraged downloads and webinar registrations, streamlining the lead capture process and improving user experience.

The results: Localisation driving engagement and conversions

The enhanced localisation strategy and creative adjustments produced measurable success across key APAC markets:

  • 20% increase in conversions across ANZ, India, and South Korea, thanks to the introduction of localised content and optimised landing pages.
  • 25% higher click-through rates (CTR) driven by region-specific GIFs, videos, and testimonials that resonated with the local audience.
  • 30% increase in qualified leads through optimised lead generation strategies, featuring tailored landing pages and localised gated content.

By going beyond standard localisation, we built a stronger connection with these markets, elevating engagement and improving brand perception.

Key takeaways

  • Managing ROI: Efficiently handling large social media budgets across diverse markets is key to driving meaningful returns, as seen through the significant boosts in engagement and conversions.
  • Enhanced localisation: Tailoring creative assets and messaging to reflect local nuances went beyond basic localisation, delivering significantly improved engagement and conversion rates.
  • Optimised lead generation: Despite heavy customisation, the lead generation strategy remained highly effective, balancing regional preferences with a strong focus on conversions.

This approach didn’t just make Genesys more visible in APAC—it made the brand feel relevant and relatable to an audience that had previously been left out of the conversation.


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