I’ve got a product that’s generating real momentum in Russia, and now we’re looking at Europe as the next frontier. But here’s my dilemma: what made the campaign work at home—the tone, the humor, the influencer choices—doesn’t automatically translate.
I’m seeing advice everywhere about “localization,” but that word doesn’t really tell me how. Do I hire local teams in each country? Do I find bilingual strategists who understand both markets? Do I partner with European agencies who already have creator networks?
The real problem is that I don’t have the network to know which global experts actually understand both the Russian founding mentality and European market dynamics. And I’m worried that outsourcing completely will strip away what makes our brand authentic.
I’ve been thinking about finding partners through a bilingual community or professional hub where I could connect with people who’ve already done Russia-to-Europe expansions. Has anyone actually built successful cross-border partnerships this way? What does that process look like from your end?
Where did you actually start when you expanded beyond your home market?