The Challenge

CSA Group’s reach was largely limited to North America. They had no international paid media presence across their target markets and were missing the opportunity to build brand awareness and followership in the countries where their standards and certifications matter most.

What We Did

Running a coordinated international paid media campaign across 17 countries simultaneously isn’t complicated in concept — it’s complicated in execution. Each market has different languages, platform preferences, regulatory considerations, and audience behaviors. Getting it wrong means wasted spend and brand damage in markets you’re trying to build credibility in.

We built a market-by-market approach that maintained a consistent brand message while adapting creative, copy, and targeting to each country’s context. Campaign structures were designed to give us visibility into performance by market, so we could allocate budget toward the countries delivering the strongest results and pull back where efficiency lagged.

The goal wasn’t raw reach — it was building a meaningful international following in markets where CSA Group needed to be known. We tracked follower growth and engagement as leading indicators of brand presence, alongside impressions as a measure of market penetration.

The Results

• 25M impressions — across 17 countries simultaneously
• 10K new followers — qualified international audience built through paid media
• 17 countries reached — coordinated multinational campaign delivered without losing brand consistency

The Takeaway

International expansion through paid media requires genuine market adaptation, not just translated ads. The brands that build lasting presence in new markets treat each country as its own campaign with its own creative, bidding, and performance benchmarks.