Vichy Dercos:

Arabic Campaign Localization Across Social, TV & Outdoor

Animus Agency adapted Vichy Dercos campaign materials supplied from France, transforming the English-language creative into Arabic across YouTube, TikTok, Facebook, Instagram, LinkedIn, television, and outdoor advertising.

Part of our ongoing work with Vichy and brands within the L’Oréal portfolio, this project brought together Arabic localization and multichannel creative adaptation. The objective was to carry an established international campaign into Arabic while maintaining a recognizable, consistent brand presence across every format.

The seven Arabic-localized videos on YouTube recorded approximately 53.5 million views, with five exceeding nine million views each.

The Campaign in Numbers

YouTube figures relate to the seven localized videos, rather than the full cross-channel campaign. View counts are approximate.

From International Creative to Arabic Communication

International campaigns arrive with an established creative direction. Their imagery, messaging, and product presentation work together to communicate a recognizable brand story.

Our role was to carry that story into Arabic.

For Vichy Dercos, the starting point was English-language campaign material supplied from France. Animus Agency adapted that material for Arabic-speaking audiences across a broad range of media, connecting the original creative with the language and presentation requirements of its localized executions.

The challenge extended beyond translating individual lines. The campaign needed to remain coherent across a mobile screen, a television placement, and a large outdoor format. Each environment changes how people encounter the creative, how much time they have to absorb it, and which details need to stand out.

This made the assignment a coordinated localization effort across language, design, and media formats.

Making Arabic Part of the Creative

Arabic campaign localization requires careful consideration of how the language works within the visual execution.

Arabic has its own reading direction, typographic rhythm, and relationship between words and space. An English headline and its Arabic equivalent may occupy different amounts of space or require a different arrangement to maintain clarity.

For a product-led campaign like Vichy Dercos, those relationships are especially important. The product, brand identity, and campaign message need to work together without competing for attention.

Our adaptation focused on bringing Arabic into that existing creative structure while retaining its connection to the international campaign. The aim was a cohesive presentation in which the language felt integrated with the visuals and the product remained immediately recognizable.

One Campaign Across Multiple Media

The project covered social platforms, television, and outdoor advertising, extending the Arabic creative across several distinct viewing environments.

YouTube and Social Media

The digital scope included YouTube, TikTok, Facebook, Instagram, and LinkedIn.

Across these channels, campaign adaptation involves balancing message clarity, product visibility, and the demands of different formats. A short video offers a limited window to communicate, while the surrounding platform influences how audiences encounter and engage with the asset.

The localized YouTube executions included five six-second cuts and two longer videos, creating several entry points into the same campaign.

Television

Television extended the Arabic adaptation into a different viewing context and screen scale.

Maintaining a consistent campaign identity across TV and digital placements helped connect the individual executions into one recognizable brand presence.

Billboards and Outdoor Advertising

Outdoor placements introduce another communication challenge: the creative needs to register quickly.

The relationship between the headline, product, and branding becomes central when people have only a brief opportunity to take in the message. Extending the Arabic campaign into billboard formats added another dimension to the adaptation scope.

Together, these channels reflect the breadth of the assignment: one international campaign translated into Arabic communication across multiple formats and audience touchpoints.

Six Seconds. 47.8 Million Views.

The five six-second Arabic-localized cuts collectively recorded approximately 47.8 million YouTube views, representing 89.3% of the total views across the seven videos.

The six-second cuts recorded 3.35× higher average views per asset than the longer videos.

This is a useful observation about the distribution of views within the campaign. Media investment, targeting, publication timing, and other delivery factors may have influenced the difference, so it cannot be attributed to duration alone.

The wider pattern is also significant: five of seven videos exceeded nine million views, and the median was approximately 9.5 million. High view counts extended across several executions, rather than being concentrated in a single standout asset.

Consistency Across an Extensive Rollout

The scale of a localization project comes from both the range of deliverables and the coordination required to keep them aligned.

Each execution needs to serve its placement while remaining part of the same campaign. A viewer encountering Vichy Dercos on YouTube, Instagram, television, or a billboard should recognize the connection between those assets.

For Animus Agency, this project brought those responsibilities together: adapting English-language creative into Arabic and carrying its identity across social, broadcast, and outdoor formats.

The YouTube figures provide one measurable view of that broader rollout. They document the scale of viewing across the seven localized videos, while the full project scope extended beyond YouTube into additional media channels.

A Project We’re Proud to Stand Behind

Our ongoing work with Vichy and brands within the L’Oréal portfolio includes projects that demand close attention to language, visual identity, and consistency across executions.

This Vichy Dercos campaign is one we are particularly proud of. It brought together international source material, Arabic creative adaptation, and a broad media scope—from six-second videos to television and billboards.

It reflects the work we value at Animus Agency: helping international brands communicate with Arabic-speaking audiences through carefully adapted creative that remains connected across every touchpoint.