Real-Time Localization Marketing
When planning is the best way to improvise and get your audience attention
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
For the last few years, real-time marketing has been a huge trend for both big and small brands.
👉 For small brands: If they’re fast, they can be among the first to jump on a trending concept. And they usually are, since there are fewer filters between the creative team and decision-makers.
👉 For big brands: These days, people expect them to show up. And they have the resources to go beyond just a meme or a quick video—they can launch full-scale campaigns.
I’m talking about brands reacting when a new TV show drops (like Squid Game or the latest season of The Kardashians), when a major sporting event happens, or when something hits the news and goes viral.
But wait—if it’s “real-time,” how can you plan for it?
More than planning, it’s about being ready. Of course, it’s not always possible to predict what will blow up. But in many situations, you can prepare. Here are a few examples—all tied to localization, of course:
🧿 Martes 13
This week in Spain, it was Tuesday the 13th—our version of Friday the 13th. You already know it’s a culturally significant date, so it's smart to have some ideas in mind. When the day arrives, your brain is already primed, and it’s easier to react creatively to whatever’s trending.
💔 Shakira & Piqué’s breakup
This was huge in Spain. One of the most iconic couples broke up—and not in a quiet way. Then Shakira dropped her collab with Bizarrap, packed with direct references. You couldn’t plan for this exact moment, but if you were familiar with the context (their relationship, the breakup, etc.), it was much easier to create relevant, engaging content quickly.
🦑 Squid Game
Everyone in Spain knew this was going to be a hit. A lot of brands were ready—watching the first episodes on day one, creating content almost immediately. Even if they didn’t know what exactly they’d post, I’m sure some already had design templates or ideas prepped in advance.
The takeaway: Real-time marketing isn’t about guessing the future. It’s about understanding cultural context, staying close to what matters to your audience, and being prepared to move fast when the moment comes.
Outside the desk
Where the magic really happens.
⛺️ I was a scout (yes, the ones with the uniform and the funny scarf) from the age of 7 until I turned 25. Last Saturday, we celebrated the 70th anniversary of my scout group, and it was amazing to see how “my kids” are now finishing university. Time flies!
🧩 I also did a family escape room, and the result was great: no one got hurt, and we actually managed to escape on time!
📺 On the TV side, I’ve returned to Parks and Recreation. I started it a couple of years ago, got stuck somewhere in Season 4 (no idea why), and now I’m back to watching—and laughing—again.
Make it global, baby
If you want to work with me, this is the way.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙