The Golden Parrot Awards 2024 celebrated the best of B2B marketing across the Baltics, with White Label dominating the event. Their rebranding work for Native Localization, formerly IdeaText, secured the Grand Prix as well as two Golden Parrots for branding and sales support content. This case study explores how White Label helped Native redefine its brand, differentiate itself in a competitive market, and expand its U.S. software sector presence.
Region: Latvia / USA
Award category: Golden Parrot for Sales Support Materials; Golden Parrot for Branding; Golden Parrot Grand Prix (2024)
Background
Native Localization Solutions, previously known as IdeaText, offers localisation services that help U.S.-based software companies expand into the European market. Despite offering comprehensive services, Native hadn’t achieved significant success in the U.S. market, primarily working with European companies through language service providers. In a competitive field dominated by companies like Welocalize and Acolad, Native’s old brand struggled to stand out or connect with its audience on a deeper level.
“Localisation is a crowded space, and Native, then IdeaText, didn’t have a clear value proposition. The challenge was to create a name and brand that made them the experts in their field while emotionally connecting with the people making the decisions—usually localisation managers stressed about managing multiple projects,” explains White Label's Strategy Director Oskars Libers.
The Goal
The key objective of the rebranding was to:
Generate new demand from U.S. software companies targeting marketing managers, localisation managers, and product managers.
Differentiate Native from competitors by emphasising its deep project management expertise.
Connect emotionally with decision-makers overwhelmed by complex localisation tasks.
Establish Native as the go-to partner in localisation, showcasing their ability to reduce stress and streamline the process.
“Their main clients are larger U.S.-based software companies looking to expand into the European market. Native can offer localisation into all EU languages, making them a one-stop shop. Software companies are ideal clients because they scale quickly, and localisation is critical when they expand into new markets. We wanted to highlight that Native were experts not just in translation but in the entire localisation process. Their project management was their secret weapon. That’s what sets them apart from others,” adds Oskars.
The Strategy
From IdeaText to Native Localization
White Label led the complete rebranding from IdeaText to Native Localization. The name Native was chosen deliberately to reflect the company’s expertise and authenticity in handling localisation projects, portraying them as “natives” in both language and project management.
When asked about the thought process behind choosing an indistinctive name along with a lengthy URL-handle, the story outweighs the technical setbacks says Oskars: "Almost all the good real names are taken these days, especially if you want a dot-com domain. Our thinking was that the name shouldn’t be widely known in our industry. Then, of course, if you want a dot-com, you usually have to add something to it. So if you search for "Native" and then add relevant keywords from our industry or the services we offer, it becomes more of an SEO challenge to make sure we show up first. For us, it was important that the brand name has a story behind it and "Native" works well for what we want to convey."
Website redesign
The agency didn’t conduct a formal focus group with American buyers. Instead, they looked at the best practices from the largest U.S. players in this space. Those big companies likely have bigger budgets for testing, so White Label took some cues from their design and functionality.
The website was redesigned to ensure clarity and a streamlined user experience. Clear service categories, intuitive navigation, and well-placed calls to action were combined with a sleek, professional design. White Label worked closely with Native to ensure the copywriting was perfect and tailored to both SEO and their target audience.
White Label started with the basic text about the services, did an SEO analysis, and then had an SEO copywriter merge everything. After that, the text was handed over to the client, who localised it with their own partners and employees.
Emotional engagement
White Label crafted messaging that spoke directly to the emotional needs of the target audience. The decision-makers—primarily marketing, localisation, and product managers—were often overwhelmed by the complexity of localisation projects.
“B2B doesn’t have to be boring. We wanted to communicate that working with Native isn’t just stress-free—it’s actually enjoyable. Their project management is top-notch, so we adopted a fun, approachable style to reflect that. The idea was to make them feel like they were in good hands from the get-go,” adds Oskars.
Snippets from various campaign content (email, one-pager, localisation checklist)
LinkedIn marketing campaign
A precise LinkedIn marketing campaign was developed to reach decision-makers at U.S. software companies. A carefully curated list of 600 target companies allowed for highly focused efforts, with messaging tailored to emphasise how Native’s services could reduce stress and save time.
Given the small target audience, White Label used A/B testing to refine messaging and visuals, ensuring each piece of content resonated with the audience. The team analysed performance to make iterative adjustments for maximum impact.
The LinkedIn campaign was paired with Google Ads and direct engagement at industry events.
Results
Results-wise, Google Ads was a powerhouse. But it wasn’t just about traffic. Direct traffic and more quote requests showed us that the brand’s recognition was growing, which was one of our key objectives.
— Oskars Libers, Strategy Director at White Label
The redesigned website attracted 6,600 users, the majority from Native's target U.S. software market.
The website saw 250 "Get a Quote" requests and 153 contact form submissions, marking a sharp increase in potential client engagement.
Performance-Max campaigns on Google Ads drove the most traffic, while Search ads had the best conversion rates.
A surge in direct traffic reflected growing brand recognition.
LinkedIn proved valuable for raising awareness, though higher click costs led White Label to focus more budget on Google Ads for better ROI.
Lessons
I think what makes Native Localization interesting is that they’re targeting such a dynamic, sexy market—the U.S. software sector. If you're trying to go global with whatever business, you have to be more similar to other, more sexy B2B brands, regardless of the industry.”
— Golden Parrot Awards 2024 jury member
Native Localization was praised for its modern approach to branding and challenging the perception that B2B branding has to be traditional or boring. Native represents innovation and creativity in B2B branding, urging companies to elevate their branding standards.
Rebranding unlocks new opportunities
The shift from IdeaText to Native allowed the brand to stand out in a crowded market, proving that a strong brand identity can create significant new demand. Convincing the client wasn't easy, but with a strong strategy and vision, persistence pays off.
The importance of emotional engagement
We found that even though it’s B2B, there’s still an emotional story to tell. We focused on how Native could make their clients’ lives easier by handling the complexity for them.
— Oskars Libers, Strategy Director at White Label
Even in technical industries, White Label’s approach to address emotional pain points—stress and burnout—helped Native connect with their target audience. Their use of a friendly, almost cartoonish style showed that B2B doesn’t have to be bland or overly formal.
Credentials
Oskars Toms Libers, Strategy Director, White Label
Kristaps Silinš, Partner, White Label
Linda Justa, Designer, McCANN Riga
Gatis Zebergs, Head of Art, McCANN Riga
Liene Meistere, Partner and Business Director, McCANN Riga
Sintija Popena, Creative Director, McCANN Riga
© Marketing Parrot OÜ 2024