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LEARN MOREHow Canva used consumer insights to scale their brand across six European markets
A look into how Canva used Zappi's Amplify system to validate six TV spots across six markets.
Key results
6 TV spots
validated with Zappi across 6 European markets
20+ assets
tested iteratively with Zappi's Amplify Suite
48 hours
for results to be delivered per asset
Speed has been really valuable. Being able to scale brand advertising across multiple markets in parallel quickly - Zappi is genuinely a big part of that.
THE CHALLENGE
Expanding brand presence in European markets
In early 2025, Canva committed to launching brand campaigns across six European markets simultaneously - the UK, France, Italy, Germany, Türkiye, and Spain. Localized creative was being developed in parallel across each market, each with its own agency relationship and creative direction. To keep pace, the team needed research that was fast and reliable enough to shape decisions before campaigns went live, not after the fact. That's where Zappi came in.
THE APPROACH
Localized creative, tested in parallel
Each market had its own campaign, tailored to local audiences. But running through all six was a shared idea: that anyone, from solo entrepreneurs to small businesses, can use Canva to elevate their brand. The ads shared a fast-paced style and a nod to the moment, whether that meant a recognizable face or the buzz around the World Cup. The UK leaned into friendly rivalry, with British TV personality Gemma Collins fronting a campaign aimed at small business owners. France followed tennis star Gaël Monfils as he used Canva to reinvent himself after retiring from the sport. Germany tapped into World Cup excitement, following a teen using Canva to design a logo for their local soccer team. And Italy built its campaign around an inventive pigeon who steps in to rebrand a struggling local trattoria.
At the core of each campaign was an anchor TV asset, built for both broadcast and streaming. Rather than just testing the final cut, Matt’s team used Zappi's Amplify advertising system throughout the creative development process - starting with storyboards to pressure-test the creative direction early, then running multiple versions through Zappi Amplify TV. With results coming back quickly, Matt used Zappi’s AI-generated summary reports to keep the marketing team informed with research data in real time.
THE RESULTS
Six campaigns. Six markets. Six months.
Every campaign is now live and in market, the output of a process that saw 20+ creative versions tested through Zappi before they went live. For a team coordinating across six countries, multiple agencies, and a wide group of internal stakeholders, getting these campaigns out the door simultaneously in two quarters is no small thing.
Early signals are promising. The Italy campaign in particular stands out, with the stop-motion creative praised for its craft and charm. It’s a strong example of how deeply localised creative, validated through consumer testing before launch, can cut through.
THE IMPACT
Insights at the pace of creative development
Moving across multiple markets simultaneously meant a lot of decisions happening at once. With Zappi’s Amplify system, consumer insights were able to stay part of the conversation throughout campaign development. The insights team helped marketing stay calibrated with consumer data, and signaled when results were a real issue or not. That kind of judgment only works when there's genuine confidence in the data behind it.
For Canva, the ability to scale brand advertising across multiple markets quickly isn’t just convenient, it’s a competitive necessity. The market moves fast, and showing up with creative that resonates locally requires consumer insights that can keep up. Consumer research platforms like Zappi were built for that kind of speed. By embedding consumer insights into every stage of the creative process, Canva was able to move into new markets confidently.
