Henkel business case

ONE PARTNER
FOR EVERY MARKET & FORMAT

Henkel rolls out campaigns for its Hair and Laundry & Home Care brands across more than 40 markets. Every campaign requires adaptation to numerous languages, cultures, regulations, and media specifications across formats ranging from TV and digital to social media, DOOH, and print.

Faced with rapidly rising content volumes and a growing number of touchpoints, Henkel needed a partner capable of orchestrating campaign localization and post-production at scale, all while maintaining the creative integrity of each brand.

HENKEL NEEDED ONE GLOBAL PARTNER FOR TAILORING EVERY CAMPAIGN TO LOCAL MARKETS WITHOUT LOSING THE POWER OF THE GLOBAL IDEA.

OUR APPROACH

87SECONDS BUILT AN INTERNATIONAL CONTENT FACTORY COMBINING EUROPEAN MANAGEMENT, CREATIVE EXPERTISE, AI, AND DEDICATED PRODUCTION IN THE PHILIPPINES.

This hybrid model delivers everything from complex adaptations to the high-volume production of multi-format, multilingual assets.

CENTRALLY MANAGED FROM EUROPE
A dedicated European team oversees campaigns, priorities, workflows, and relationship management with Henkel's central and local teams. They ensure brand consistency and coordinate the entire localization pipeline.
COMPLEX ADAPTATIONS AND CGI PRODUCED IN EUROPE
High-touch creative adaptations, advanced post-production, and CGI-heavy assets are handled by our European teams. They step in whenever local market needs require re-engineering the master content rather than simply resizing it.
DEDICATED PRODUCTION TEAMS IN MANILA AND CEBU
Our Philippines-based teams drive asset production and scaling. Located in Manila and Cebu, they expand total production capacity, process requests across time zones, and deliver agile support to local markets.
OMNICHANNEL AND MULTI-FORMAT LOCALIZATION
Campaigns are adapted for TV, digital, social media, DOOH, and print. Every piece of content accounts for the specific linguistic, cultural, regulatory, and technical requirements of its target market and channel.
AI-POWERED VOICE-OVERS FOR SOCIAL MEDIA
For select social media content, 87seconds leverages AI tools to generate and localize voice-overs faster. This approach accelerates localized language versions, streamlines short-form video creation, and scales up to meet growing social content demands. AI is integrated with human oversight to ensure top quality, proper pronunciation, correct tone of voice, and brand alignment.
CENTRALIZED WORKFLOWS AND QUALITY CONTROL
Volume forecasting, briefing, asset naming conventions, approvals, feedback loops, and reporting are structured under a single unified process. This system gives Henkel and its local teams clear visibility into campaign progress and safeguards every production step.

THE RESULT

15,000 ASSETS LOCALIZED ACROSS 40+ MARKETS IN 2025

In 2025, the content factory built for Henkel produced and localized 15,000 assets for over 40 markets.

By blending European campaign leadership, creative expertise, CGI, dedicated production hubs in Manila and Cebu, centralized workflows, and AI-assisted voice-overs, 87seconds supports Henkel across its entire global rollout pipeline.
This setup absorbs heavy content volumes, meets market-specific needs, and translates global campaigns into locally relevant content across every channel.