Recruitment of qualified transcreators
To be able to not just translate but also convey the brand identity as well as the essence of the products means the recruited linguists ought to have experience in transcreation. Each transcreator has their own writing style and experiences that favor certain areas or industries. For that matter, these two factors might potentially lengthen the recruitment and on-boarding process.
Creative yet highly technical content
As we were tasked with localizing only the key messages, our transcreators had little context for references. Furthermore, some product features or benefits had English names that either had no linguistic equivalent in local languages or were clever wordplay serving marketing purposes. These instances would require a high level of creativity and marketing insight to be well-transcreated.
Unique target audience
The target audience was likely motorcycle enthusiasts. To successfully capture their interest and potentially convert it into actual sales, the product key messages needed to be transcreated and localized in a way that would hold the same appeal as the originals.
Thorough transcreation tests
Our Recruitment and Staffing team screened the pool of linguist resumes for those with extensive experience in transcreation or marketing translation. We then carried out two to three sample transcreation tests per language pair and sent them to the client for comments and approval. Only the linguists whose writing and transcreation styles were perceived as in line with the brand DNA got to work on the project.
We provided Oliver with an account to log into our proprietary Platform in which they could access all project information and use our ChatBox to communicate with the entire project team. Transcreators from all language pairs could easily get answers and explanations for any feature highlighted in the product messages, resulting in timely and quality transcreation work in line with the client’s requirements.
Each language pair was staffed with one qualified transcreator and one expert who had experience working for motorcycle manufacturers or were avid motorcycle enthusiasts. These experts collaborated with the transcreators and reviewed all transcreation works before delivery.
Scope of work
We transcreated key product messages for new Harley-Davidson models. For slogan transcreation, we provided three transcreation options with back-translation and explanations for each option.