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Branding and Marketing: The Importance of Transcreation
Transcreation is a sort of creative translation in which content in one language is adapted to be culturally relevant and appealing to an audience in another language. The goal of transcreation is to capture the idea and emotional effect of the original message while also ensuring that it resonates with the target audience’s cultural context and language.
Here are some excellent transcreation examples:
Coca-Cola
To provide a personalized experience for its customers, Coca-Cola replaced its logo with famous names and phrases such as “Share a Coke with Sarah” or “Share a Coke with your soulmate” in the “Share a Coke” campaign. This ad was launched in several countries. The transcreation process entailed modifying the names and words to be more culturally relevant and appealing to the intended audience.
McDonald's
McDonald’s“I’m Lovin’ It” slogan was translated into other languages to improve its cultural relevance and appeal to the target audience. In France, for example, the tagline “Je suis McDo” (I’m in McDo) was used to appeal to the French culture of enjoying life and mingling.
Nike
The tagline “Just Do It” was translated into several languages to adapt it to different cultures and target consumers. In China, for example, the motto was “Be yourself bravely” to appeal to the Chinese tradition of endurance and self-improvement.
Old Spice
The Old Spice “The man your man could smell like” campaign was translated into several languages, with the writing altered to fit the cultural background of each country. For example, to appeal to the country’s traditional male ideas, the tagline in Brazil was “Homem que é homem” (The man who is a man).
Starbucks
Starbucks‘ global campaign, “Coffee at its Best”, emphasized the high quality of their coffee and how it may improve the coffee-drinking experience. The advertisement was translated into several languages, with the tagline tailored to the cultural setting of each country. In France, for example, the slogan was “Un café d’exception” (An outstanding coffee), referring to the country’s respect for high-quality food and beverages.
Volkswagen
Volkswagen’s global promotion, “Das Auto”, emphasizes its vehicles’ quality and dependability. The advertisement was translated into several languages, with the slogan suited to each country’s cultural context. In the United States, for example, the slogan was “Drivers wanted” to appeal to the country’s individualistic and adventurous character.
What should you do if you have a transcreation project?
1. Identify your target audience.
Understanding target audiences is essential for any transcreation process to succeed. By focusing on a specific consumer group, your campaigns will reach the people most interested in your brand’s message.
2. Create a budget.
Transcreation is more expensive and time-consuming than other translation services since it requires a skilled human touch. Transcreators are referred to as ‘word designers.’ Additional rounds of rework may be necessary to achieve the desired outcomes.
3. Establish a deadline.
Deadlines are an essential aspect of any transcreation project. They help ensure timely delivery and enable clients to plan their activities accordingly.
On the other hand, finding inspiration and conveying project ideas with team members and the client might take time, which is essential for meeting deadlines while creating high-quality work.
As a result, it is recommended to avoid tight deadlines for transcreation projects, even small ones.
4. Discuss your ideas with the transcreation service provider.
Clear communication is key to ensuring that the transcreation service provider understands the goals and objectives of the campaign. A detailed brief outlining the intended message and tone, target audience, and understanding of their cultural nuances and preferences can help ensure that the transcreation accurately reflects the brand’s message.
Contact us for more information on how our transcreation services can help you achieve your marketing goals.