This doesn’t just involve translating or rewriting content, it also considers SEO localization and
other Content Marketing techniques to ensure the right message reaches the right people and achieves
its intended purpose.
Carrying out this process effectively makes your Digital Marketing strategy profitable and, best of all,
will prevent you from suffering financial losses and damage to your image.
Join us as we explore this topic in depth!
What is content transcreation? how-to-adapt
Transcreation is the fusion of two europe cell phone number list words: translation and
creation . It is a complex form of translation that preserves the original intent, context,
emotion and tone.
It is originally conceived by marketing and advertising professionals because its goal is to duplicate
the message carefully, seamlessly and without the public realizing that a translation ever occurred .
Ultimately, the finished product must provide the audience with an emotional experience that is
identical to the main message, while remaining natural.
Creative freedoms are essential in transcreation, so for it to be successful, there must be an approval
process in place with the buy-in of a brand manager specialized in the campaign’s target market.
Have you heard about Red Bull’s campaign in the Chinese market?
This is a great example of how this process can be used to increase conversions .
The energy drink giant transcreated its entire brand to appeal to the Chinese consumer. This involved
not only altering its text slogans, but also the colours , images and shape of the packaging.
Today, the Chinese version of the drink that “gives you wings” comes in red and gold cans, as these
colors symbolize prestige and luck in China, influencing consumer behavior and brand perception .
Transcreation and translation: Are they the same thing? how-to-adapt
The main difference between transcreation this requires not only a greater and translation is the
creative freedom within the marketing strategy to ensure that the message is appropriate and
attractive to the target market.
In a “traditional” project, the first step is a translation and the second is a revision. At this point, the
reviewer will check at least the following elements:
- terminology;
- format and functionality;
- spelling;
- style, grammar and syntax;
- punctuation marks;
- special characters;
- date and time format, measurements, numbers;
- telephone numbers, technical numbers;
- company-specific information, copyrights and trademarks;
- precision.
Transcreation will take all of this into account, but will also cover other elements:
- target audience of users;
- tone of voice;
- bias-free language;
- sense and style;
- SEO keywords;
- images used.
When translating, we must remain faithful to the choice of words, style and tone, ensuring the accuracy of the original text.
But with transcreation, the transcreator uses their understanding of the target audience and adapts these elements according to their expectations of the brand .
While translation works perfectly for technical and legal documents, marketing materials such as websites, advertising slogans and other branding factors that consist of and are affected by a number of different aspects, need to be transcribed to ensure engagement with the target audience.
Why is transcreation important in marketing? how-to-adapt
Transcreation is a fundamental tool for shandong mobile phone number list marketing; we cannot simply rely on “direct” translations—word for word—because they can generate different interpretations depending on the language and culture .
For businesses that have a global audience, it is crucial to ensure that the meaning of their message is correctly translated to their audience. Failure to do so could result in damage to relationships and reputation , which can be costly and difficult to reverse.
In some marketing campaigns, the phrases used are often location-specific, or simply references that would not make sense to a broader audience.
However, by using a transcreation approach, brands can create a closer, more personal relationship with their consumers; taking the time to create messages that work globally makes the target audience feel cared for, which increases brand loyalty .
Indeed, transcreation is necessary because it helps duplicate marketing messages in a way that hides the fact that the translation took place. Ideally, this process provides the audience with the same emotional response that they would have gotten from the original message.
Culture plays a key role in ad engagement. The key is to ensure that all marketing materials feel like they were specifically designed for the culture they are targeted at.
How about we determine its relevance with an example? how-to-adapt how-to-adapt
As well as good examples like Red Bull in China, there are also bad ones, where they apply direct translation instead of transcreation.
The case of HSBC Holdings, an international bank based in the United Kingdom, became very popular due to a campaign with a serious translation error and little meaning.
The discord campaign had a launch value of approximately USD $1.5 million , and in English it says: “ Assume Nothing ” or Don’t Assume Anything in Spanish.
However, the direct translation for several countries was “ Do Nothing ” and, as expected, when they realized this they spent more money to change their motto to “The Private Bank of the World.”
This cost them a staggering $10 million just to change the slogan again.
