At Global Arena, we understand that taking your brand around the world encompasses more than simply translating words into another language. Marketing campaigns’ success across the world comes from crafting a tailored message that resonates across different cultures, values, and expectations. That is where transcreation becomes important.
Transcreation is more than just conventional translation. It’s transforming marketing campaigns in a creative way to preserve their original intent when translated into another language. When your company is opening up to new markets, transcreation can make or break your ability to build strong local relationships.
Now, companies that wish to succeed with international marketing campaigns must think beyond language. They must go through a deeper process of brand marketing localization, cultural insight, and emotional resonance.
The importance of Translate and Adapt International Marketing Campaigns
International marketing campaigns incorporate storytelling, emotion, trust… A successful campaign in one market can be a failure in another if it’s not culturally adapted. More than simply switch words into another language, it needs to convey the same message and associated feelings.
Transcreation avoids having brands come across with awkward or insensitive translations and instead develops messages that read like they were written natively, persuasively, and emotionally engaging. Such cultural awareness contributes significantly to making brand localization work and building long-term customer loyalty.
Example of Successful Transcreation
Most major global companies invest in transcreation and marketing localization. A representative case of transcreation is Apple’s promotional campaign for the iPhone SE. To present the available colors, the English version used: Comes in Black. White. And Pow. “Pow” as a diminutive of “power,” is commonly used in comics as an onomatopoeia to express a punch—something disruptive and striking—characteristic of the color red. To convey this message without losing that connotation, the Spanish version went with: Viene en negro. En blanco. Y olé. The use of “olé” is immediately associated with the color red in the target audience, while also maintaining that interjection. In both cases, it is something quite representative of their respective cultures.
Apple didn’t simply translate its campaign. The brand recreated the message through transcreation, ensuring it connected powerfully with audiences in each market. This is exactly the kind of support we offer at Global Arena through our expert marketing translation services.
The Use of AI Video Production Tools for International Marketing Campaigns
Video production tools with AI have become more popular in the global marketing space over the past year. AI video production platforms allow companies to generate multilingual videos using digital avatars and/or computer-generated voiceovers.
While these tools are able to provide speed and consistency, they cannot replace human capability due to its lack of cultural context. These systems are not useful by themselves, but can be efficient when paired with high-quality translation, transcreation and multilingual production work. At Global Arena, we ensure that any script used in AI-generated video content has been translated carefully through our marketing translation service. This ensures the message remains culturally appropriate, emotionally resonant, and still aligned with the tone and values of the brand.
AI multilingual productions systems can make the transmission of pre-localized messages easier, but it cannot guarantee the cultural fit of the message. Without professional transcreation and marketing localization, any campaign might fail or confuse the target market.
Why Humans are Still Key in Marketing Localization
Our team works closely with clients to provide transcreation, marketing localization, and brand localization services that tailor every campaign to the extent of expectation of its intended audience. We combine linguistic precision and cultural understanding to create marketing messages that are natural-sounding, engaging, and personal.
AI video production tools may be able to speed up video creation, but they don’t yet fix the complexities of message adaptation across cultures, and they may not be as useful when it comes to other types of marketing campaigns that do not involve video, but instead billboards or other formats. Our marketing translation services fill in that gap. We allow brands to avoid costly misunderstandings, generic messaging, or dull translations. Through our technology and people-based solutions, customers receive much deeper levels of customization and engagement with their target audience.
Make your Message Matter Worldwide
If your business is planning to thrive internationally, the translation of your promotional material alone will not be enough. Transcreation ensures that your campaigns become emotionally engaging, locally acceptable, and culturally relevant. It enables your message to be sensed and comprehended, wherever your consumers are.
Combining transcreation with marketing localization, good brand localization principles, and tactical usage of AI tools enables timely delivery of multilingual content. In the capable hands of professionals, this approach increases the connection between your brand and international audiences.
Here at Global Arena, we are honored to enable businesses to drive extensive marketing translation services. Shall we begin turning your marketing campaign into a true international success? Let us know by reaching out to us using the below contact form.
