[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
In a world where commercial borders are becoming increasingly blurred, internationalisation is becoming an essential growth lever for brands<\/strong>. By 2024, the value of the world’s top 5,000 companies will have reached 13,000 billion dollars, reflecting the importance of international markets. <\/span><\/p>\n This expansion offers companies the opportunity to reach a wide audience,<\/strong> optimise their seasonality and diversify their sources of income. This opening presents challenges: language barriers, time zones, etc. <\/span>cultural expectations and regulatory constraints. In this article, we explore a strategic lever for successful international marketing<\/strong>: in-app marketing (integrated into the browsing experience of an application). We’ll be focusing on in-app gamification<\/a>, with tips on how to make your communications interactive and impactful. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The rise of digital marketing has made internationalisation easier. Entering a foreign market used to involve investment, such as taking part in international trade fairs. Or working with sales agents. Thanks to digital tools, brands can interact with foreign audiences<\/strong>, reducing the barriers to entry. Digital technology offers a number of advantages for international marketing<\/strong>: Take the example of the French eyewear brand lzipizi<\/a>, which generates 80% of its sales internationally<\/strong> and is present in 150 countries. This expansion has been supported by a multilingual e-commerce strategy and an online presence. S\u00e9zane<\/a>, a fashion brand, has made the most of digital by combining an e-commerce platform with social networking campaigns. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n In the digital age, the mobile has become the point of contact between brands and consumers. Smartphone use has exploded<\/a>, transforming consumer habits and interaction. According to statistics for 2025, the number of smartphone users worldwide has reached 3.8 billion, representing 48% of the population. Spending on mobile advertising is expected to reach $402 billion in 2025<\/strong>, an increase of 11% on the previous year. This \u2018mobile-first\u2019 trend offers opportunities for companies looking to expand internationally<\/strong>. It creates a bridge between brands and their audience, giving them access to new customers wherever they may be. A number of companies have capitalised on in-app marketing to conquer new markets<\/strong>. Such is the case with Duolingo. The language-learning application adapts its marketing strategy to each market. In 2025, Duolingo launched a campaign<\/a> in which its mascot, Duo, was \u2018killed\u2019 in every country except Japan, respecting local cultural sensitivities. This approach increased user engagement and brand awareness. International in-app marketing can take place on an application other than that of the brand communicating. Faced with falling sales in China, P&G (Procter & Gamble)<\/a> stepped up its presence on Douyin (the Chinese version of TikTok) to promote its Pantene brand. By working with influencers<\/a> and adapting its marketing strategies to the specific characteristics of the market, P&G has managed to regain market share online<\/strong>. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n For the festive season, Sephora launched a multi-plays and multi-languages Rattrape-Tout game<\/a>, accessible in-store and online in 10 countries. The aim of this in-app marketing operation was to engage its international customers in order to generate traffic to the website and boost conversion during the festive season. In this case, the game is a marketing performance lever. The course<\/strong>: the player has to slide a Christmas tree to catch up with as many decorations as possible. Once they have completed the game, they are invited to share their e-mail address and give their opt-in (subscription to the newsletter and agreement to receive the brand’s campaigns). Once they have completed the form, they will find out if they have won a prize. This last window encourages them to stay on the Sephora application to discover these new products. Thanks to a high-performance, optimised conversion mechanism<\/a> (with relevant prizes: Sephora gift cards) and an international roll-out that took into account the specific features of each market (language, game path, value of gift cards), the brand reached a peak of more than 310,000 registrations for the operation, with considerable potential sales<\/strong> thanks to the gift cards distributed. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Sephora-holiday-game-marketing-international.webp” alt=”Sephora – Holiday Game – international marketing” title_text=”Sephora – holiday game – international marketing” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”50%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Sephora-marketing-international-1.webp” alt=”Sephora – marketing international ” title_text=”Sephora – international marketing” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”60%” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n While in-app marketing offers opportunities for international expansion, it also presents challenges. Companies have to navigate cultural differences<\/strong>, local regulations and consumer expectations. Here, we explore these challenges and share best practices for overcoming them. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
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<\/span><\/p>\nWhy opt for an international in-app marketing strategy?
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<\/span><\/p>\nSephora: a successful gamified in-app campaign on an international scale
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<\/span><\/p>\nBest practices for a successful international marketing strategy
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<\/span><\/p>\n1. Study the specific characteristics of each country
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