How McDonald’s and IKEA Use Social Media in Cyprus

 

Background

Global brands like McDonald’s and IKEA have strong recognition worldwide. But when they entered the Cyprus market, they needed to localize their strategy to connect with Limassol and Nicosia audiences.

Problem / Challenge

• Global campaigns don’t always “translate” locally

• Cyprus consumers expect bilingual content (Greek + English)

• Strong competition from local restaurants, cafes, and furniture stores

Process / Solution

McDonald’s Cyprus

• Focused on Instagram & TikTok with local flavor promotions (Cyprus Halloumi Burger campaign)

• Used geo-targeted ads in Limassol & Nicosia

• Added Greek captions with English hashtags for wider reach

IKEA Cyprus

• Leveraged seasonal campaigns (Back to School, Christmas)

• Created content around local lifestyle needs – small apartments, student furniture

• Built AI Visibility with structured product descriptions and consistent meta data

Results / Outcomes

• McDonald’s Cyprus campaigns on TikTok generated viral engagement, with thousands of shares of local menu items

• IKEA Cyprus saw increased visibility in ChatGPT/Google when users searched “furniture for student apartments in Cyprus”

• Both brands improved customer engagement by adapting to local culture

Lessons learned

Even multinational giants must localize content for Cyprus. Social Media Cyprus campaigns that highlight local products, language, and culture perform far better than global-only strategies.
👉 For small businesses, the same lessons apply: bilingual content, local hashtags, and AI Visibility setup are the keys to growth.
See more strategies at Cyprus Secret Marketing.

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