Introduction:
The rapid global expansion of a design platform in 2023 required localized marketing content that didn’t just translate words but conveyed the brand’s ethos across cultures. Our task? To ensure this content resonated equally well in Tokyo, Rome, and Kolkata. We didn’t just localize; we localized with precision, ensuring that every graphic, tagline, and promotional message aligned perfectly with local nuances, delivering the brand’s message in a way that felt native to the audience.
- Languages involved: Japanese, Traditional Chinese, Bengali, Hindi, Italian, Simplified Chinese, and more
- Project duration: 3.5 months (May 5, 2023 – August 20, 2023)
- Team: 30 translators (20 full-time, 10 freelance) specialized in the target languages
- Scope: Localization of 500 marketing assets, including graphics and promotional materials
- Tools used: LILT, JIRA for localization and project management
- Consistency maintained: Uniformity in brand messaging and terminology across all markets, despite language and cultural differences
The Project’s Scope and Challenges
Our goal was to localize approximately 500 marketing assets to support the client’s global design platform expansion. Each asset had to be tailored to resonate with distinct cultural contexts without losing brand integrity. This was particularly complex for visually-driven platforms where messaging consistency across various languages like Bengali and Italian had to be flawless.
- Consistent Branding Across Cultures: We ensured that the platform’s marketing message was delivered consistently, without losing impact or alienating audiences. Style guides and glossaries were key tools in maintaining this uniformity across different languages.
- Cultural Relevance: By conducting localized market research, we adjusted imagery, tone, and context to ensure the marketing content was culturally appropriate for each region. This approach improved both brand perception and customer engagement.
- Efficiency and Innovation: By leveraging LILT and JIRA, MoniSa created a streamlined, automated workflow that improved both speed and quality. Quality assurance measures were integrated into every stage, ensuring accurate translations without compromising the project timeline.
Challenge 1: Maintaining brand consistency across diverse cultural contexts.
Solution: We developed style guides and glossaries tailored for each language, ensuring that no matter the locale, the message remained cohesive while culturally sensitive. Regular feedback loops with the client’s marketing team enabled us to refine the tone and style to fit specific markets, aligning the content perfectly with local expectations.
Innovative Workflow and Technology
To achieve this scale of work efficiently, we utilized LILT for translation automation and JIRA for seamless project management. These tools not only streamlined workflows but also allowed us to integrate quality assurance measures at every step. This innovation ensured that the translations not only met deadlines but consistently passed rigorous quality checks.
Key Achievement: By introducing automation through LILT, we reduced manual translation time by 25%, while maintaining a quality assurance rate of over 98%.
Collaborative Approach to Localization
Localization is more than just translation—it’s about collaboration. To ensure the highest degree of cultural relevance, we worked closely with the client’s in-house marketing teams. We conducted market research to inform our localization decisions, ensuring that the content not only made sense linguistically but also emotionally connected with each market’s audience.
Key Achievement: Thanks to close client collaboration, we consistently delivered marketing content that increased user engagement by over 20% in local markets, especially in Japan and Italy, where brand tone is crucial.
Overcoming Cultural and Linguistic Challenges
Every market has its intricacies. For example, color symbolism in graphics meant different things in Japanese and Bengali markets. Additionally, promotional slogans needed to be culturally adapted, especially in languages like Hindi, where idiomatic expressions were crucial for relatability.
Key Achievement: Our use of market research and cultural advisors helped navigate these challenges. The project not only avoided missteps but also leveraged cultural insights to strengthen the platform’s brand presence in these diverse markets.
Conclusion:
Localization isn’t just about translating words; it’s about translating experiences. MoniSa Enterprise worked diligently to ensure that the design platform’s global marketing efforts were successful across all its target markets. From maintaining brand consistency to adapting content for cultural relevance, we handled every aspect of this large-scale project with precision and care.
Are you looking to localize your marketing content for global reach?
Contact MoniSa Enterprise today and let’s discuss how we can support your global expansion.