How to render translations faithfully? Our agency prepared marketing campaign translations for nearly a dozen European markets.

As part of our collaboration with a creative agency, we carried out a complex translation project of a marketing campaign for a technology company in 11 European markets. In order to be successful, this very complex project required a true partnership between our companies. The aim of this campaign was to reach business customers interested in technological solutions offered by the agency's client, while maintaining a consistent marketing message throughout 11 countries.

Our task was to faithfully translate digital marketing assets (e.g. ads, webinars, surveys, meeting agendas), newsletters and website content. All this according to the guidelines set out in the brand's comprehensive 150-page brand book, which included the communication tone, description of the target addressee, a list of words to avoid and preferred wording.

In addition, we were also involved in the verification process of the entire project.

Flexibility and quick response

We started our work on the project by establishing a timeline and planning the stages of implementation. Right from the start, we established weekly online meetings with the agency to monitor progress and keep in touch. We made sure to keep a time tolerance margin for any unexpected changes. This allowed us to keep the workflow under control. The client appreciated our plan and effective monitoring of the project. We were available, ready to answer questions and to introduce any necessary adjustments.

Adjustment to local preferences

An important step was to identify the languages most commonly used on local markets. Firstly, some countries have more than one official language. Secondly, in order to reach the widest possible audience, we suggested taking regional languages into account. Working closely with the client, we adjusted the original assumptions, thus helping to avoid potential miscommunication and to ensure the expected broad audience reach. At this stage recruiting native speakers with extensive experience in translating marketing content was crucial. To ensure that our translations would take into account local cultural preferences and contexts, we also confirmed the linguists' places of residence.

Quality and perfection

One of the main challenges of the project was to provide accurate, top-quality translations, in line with industry and technical terminology. To achieve this, we recruited native speakers with extensive experience in translating marketing content. Each linguist was provided with a script with detailed guidelines. They were therefore able to present texts in line with the communication tone defined in the brand book, consistent and aligned with the client's preferences.?

Proofreading and back-translation

All texts went through a back-translation process. In this process, the translated text is re-translated into the source language by an independent linguist and compared with the original text. This ensured better choice of style and accurate translation conveying the author's original intentions.

Our vigilance also proved its worth when copying large amounts of material in different languages. It is easy to make a mistake when duplicating material, differing only in details for different countries. Repeated verifications helped to avoid such mistakes.

Thanks to these multi-step procedures, content delivered by us was accurate, free of factual errors and in line with the guidelines set out in the brand book.

Compliance with brand book guidelines

Several of the languages required compromises and mutual arrangements. In some cases modifications of assumptions turned out to be necessary, partly due to the specified character limit of the texts. For example, Polish is on average 12% longer than English, and Armenian proved to be the biggest challenge of all in this respect.

Transcreation and precision

In order to maintain adequate localisation, keep the number of characters allowed in a sentence and at the same time follow the brand book guidelines, we had to apply transcreation. Each such case was consulted with the client. To prove accuracy and reliability of the texts, we presented the results of the back translation. The client needed to understand the exact content in the local language and rationale for each wording. Through this process we helped increase the effectiveness and positive perception of the campaign.

Guaranteed continuity of work

We secured continuity of work by recruiting backup linguists for each language. This enabled us to immediately replace a translator in case of unforeseen situations, allowing the project to be completed on time without any delays. And our dedicated project manager was available almost 24 hours a day and responded immediately to the needs of the client and the translators.

Result

The campaign ended with offline conferences. We know that the rooms were filled to the brim with interested parties and the local sales partners had their calendars filled with meetings. Although we cannot take full credit for this success, we are proud to have contributed to it. We were acknowledged for completing the project with the utmost care and in accordance with the agreed scope and schedule of work. Our partner appreciated our professionalism, individual approach to their needs and expectations, reliability and punctuality.

We look forward to working with you

If you are looking for a translation partner with extensive experience to help your company achieve global success, please contact us. And here to quote for a free translation.