Creating Emotionally Engaging and Culturally Relevant Translations with Transcreation
Transcreation is the process of creatively localizing content to deliver a
desired emotional impact instead of just translating word-for-word. It is often used to make marketing materials more emotionally engaging, inspiring, and culturally relevant for local audiences.
SMART Technologies is a global leader in collaborative educational technology that allows students to learn in their native language. With classroom hardware and software solutions in 40 languages, they needed compelling and emotive content to support existing customers and grow their business.
Discover how Milengo implemented a
transcreation workflow that enabled SMART to
achieve 300% growth in translation volume by
reducing turnaround times from 7 days to 3 days.
This case study outlines:
- How target audience information, such as buyer personas and local industry policies, can be integrated into the transcreation workflow
- The importance of collaborative communication to improve translation quality and increase approval rates
- How to navigate the intricacies of the creative translations without increasing production time
