April 17, 2023 |
5 brands that use transcreation to improve global marketing campaigns and customer experience
In today’s interconnected world, it’s more important than ever for global companies to create marketing campaigns that can effectively reach consumers across cultures and languages. One strategy that’s gaining popularity is transcreation, a process that goes beyond simple translation and adapts a message specifically for the target audience.
What is Transcreation?
Transcreation is a creative translation process. Transcreation aims to evoke the same emotional response in the target audience as the original message does in the source language. The transcreator must have a deep understanding of the target audience’s culture, as well as the linguistic nuances of both languages. The result of transcreation is a message that resonates with the target audience on a cultural and emotional level, maintaining the same tone as the original message.
How do Global Companies use Transcreation?
Global companies use transcreation to adapt their marketing messages to local audiences. This process can involve changes to everything, from the language style of the message to the imagery used in marketing materials. The transcreation expert works closely with the marketing team to understand the goals of the campaign and then adapts the content based on the cultural context of the target market. Here are five examples of global companies that used transcreation to create successful marketing campaigns:
Coca-Cola is known for its successful transcreation efforts in global markets. For example, the brand’s famous “Open Happiness” campaign Originally launched in the United States in 2016 was transcreated In Japan, for instance. The campaign used the phrase “Feeling the Taste” to highlight the sensory experience of drinking Coca Cola. Similarly. The same campaign also went through transcreation in the Middle East. The campaign used the slogan “Taste the Feeling of Togetherness” to emphasize the cultural value of community and social connection.
Nike is another brand that uses transcreation to adapt its messaging for global audiences. The brand’s “Just Do It” campaign was transcreated into “Possibilities” in China to better align with local values and aspirations.
One example of a global company marketing campaign that underwent transcreation is McDonald’s “I’m Lovin’ It” campaign. The campaign aimed to create an emotional connection with consumers by focusing on the enjoyment of eating at McDonald’s. The campaign was then adapted for over 120 markets through transcreation, where local cultural nuances were taken into consideration to make it more relatable to consumers. In China, for instance, the campaign used the slogan “I Just Like It” to emphasize individuality and personal choice. Similarly, in India, the campaign used the phrase “It’s a Good Time”.
Google has also used transcreation in its global communications strategy. For example, the brand’s “Think with Google” campaign was transcreated into “Discover with Google” in Japan to better resonate with local audiences and their preferences for discovery over thinking.
5. Procter & Gamble
Procter & Gamble (Also known as P&G) is a global consumer goods company that also used transcreation to adapt its marketing messages to different markets. In 2019, Procter & Gamble launched a campaign for its Tide laundry detergent in China. The campaign featured the slogan “Change the World with a Little Blue Bottle.” To adapt the campaign to the Chinese market, Procter & Gamble used transcreation to replace the color blue with the Chinese character “qing,” which can have many different meanings, like “pure”, “clear”, and is also a name that means “Aqua Colored”.
Do you have a business that needs a tailor-made marketing campaign that can be used globally? Contact us today, and let’s transcreate your content. Here at Clear Words Translations we only work with the best transcreation and marketing specialists. We are eager to start your project!