Transcreation, the perfect cocktail of translation and creation, is a powerful tool. The power of words intentionally strung together to bridge cultural and communication gaps effectively in diverse markets. It is a marketing strategy used to adapt content to different cultural contexts and languages beyond word-for-word translation.
What are transcreation and creation?
Transcreation is the art of reinventing, recreating, and reimagining content. By focusing on the essence, emotion, and cultural nuances of a message, they preserve the original intent and impact of a product or service. However, successful communications must transcend barriers. It recognises that language and culture cannot be separated, and therefore, adapts to cultural nuances like idioms, humour, and sensitivities. Transcreators ensure that brand messages resonate with the target audience on a deeper and emotional level to form stronger brand connections leading to increased brand engagement.
A guide to creative adaptation in marketing
The process typically starts with a thorough understanding of the brand, its values, the target audience, the desired message, and the goal. Thus, transcreators will analyze the source content and identify key elements. They will reimagine visuals, alter metaphors, creatively rewrite, and even recreate new concepts adapted to fit the cultural context of the target market.
What do transcreation and creation entail?
Transcreation involves extensive research, cultural immersion and firm mastery of the power of words. This further ensures that the adapted content aligns with the cultural norms, customs, and preferences of the target audience. By taking into account cultural sensitivities, historical references, local trends, and idiomatic expressions, they can appeal positively and avoid cultural faux pas with the intended market.
How to localize content?
Coca-Cola’s successful “Share a Coke” global campaign was a testament to effective transcreation not only for the diverse way it included everyone across the globe, by localizing their name roster on their bottles, but also for the emotional investment it triggered globally. People were excited to be a part of something as simple as their name on a plastic bottle.
HSBC, on the other hand, had to invest an additional 10 million dollars to rectify a transcreation error. One that transformed their Assume Nothing tagline into Do Nothing on a global platform. It not only made a dent in their bank account but also their global reputation. This transcreation faux pas was eventually changed to The World’s Local Bank.
Additionally, for a successful creative adaptation process, transcreators must have a deep understanding of the target culture, clear goals, relevant references, and open communication channels with the brand in question.
Remember that transcreation is more than just translation. It is the key to capturing hearts and minds in the increasingly globalized and interconnected world of marketing.
Where to go for transcreation and creation?
LingoStar’s transcreation services can offer a unique approach to your creative marketing needs. Whatever your list of requirements might look like, we can guarantee that Lingostar’s expansive and immersive roster of language professionals, sourced from all over the globe, can help you achieve your goals. Reach out to learn more about how our customized language services can benefit your cause.
Finally, let’s take a peek behind the curtains and explore this month’s cultural corner.
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