Molekule makes design-led air purifiers that tackle particulates, allergens, odours and volatile organic compounds. After enabling international shipping, it saw sales from cities where air pollution is high and purifiers are common, such as Korea, India and Hong Kong.
But growth had plateaued, constrained by English-only products, website and marketing. From March 2021, Locaria worked with Molekule to build a roadmap of strategic markets and drive awareness and sales in eight new territories.
Workshops with Molekule’s marketing and e-commerce teams, combined with first-party, third-party and desk research, ranked markets by product fit, cost of localisation and competitor activity. Tactics were tested at small scale, then repeated across more products and channels.
01
A low-risk entry point. Local-language keyword research and localised listings for flagship products revealed real demand that English-only descriptions had masked.
02
Packaging and manuals for the Air Mini range were localised in phases, from British English and Hong Kong Traditional Chinese to Swedish, French, German, Spanish, Italian and Dutch, with visual checks for double-byte languages.
03
The app interface was adapted to fit character limits and explain technical features clearly, then App Store and Google Play listings were optimised for local search.
04
Terminology guidelines balanced Molekule’s brand language with the words customers search for, followed by adapted videos, visuals and path-to-purchase elements.
05
An audit found duplicated, cannibalising content, confusing headings and missing structured data. Fixing them supported international organic performance.
Working as both strategic adviser and multilingual production partner, Locaria helped Molekule identify a range of international growth opportunities, create highly relevant localised content and prioritise projects based on international sales performance.
The programme drew on linguistics, creative and multimedia adaptation, performance marketing and organic search optimisation to help Molekule increase global sales and give customers in new markets a high-quality localised experience.
The lesson for growing brands: decide where and how to localise from data, and test before you scale. Explore localisation planning and multilingual SEO.
So let’s chat. It might be the start of something.
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