{"id":9317,"date":"2021-08-05T09:04:00","date_gmt":"2021-08-05T09:04:00","guid":{"rendered":"https:\/\/www.oneword.de\/artikel\/transcreation-tips\/"},"modified":"2026-08-11T08:28:16","modified_gmt":"2026-08-11T08:28:16","slug":"transcreation-tips","status":"publish","type":"post","link":"https:\/\/www.oneword.de\/en\/artikel\/transcreation-tips\/","title":{"rendered":"Transcreation: Five tips for the path to a successful international campaign"},"content":{"rendered":"\n
\n
\n

Transcreation, the targeted creative adaptation of content into other languages and cultures, enables marketing specialists at global companies to think big, and keep the actual effort involved at a manageable level. Advertising messages and marketing materials can be accurately and attractively transferred and used in a targeted way worldwide without needing to engage international network agencies or local advertising agencies. Our five tips for transcreation projects show which factors are important.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n
\n

Transcreation makes international campaigns strike the right note, if you do it right<\/h2>\n\n\n\n

Whether the text is being used as a claim or slogan, or for advertisements, brochures or websites, instead of rewriting marketing content for each target market, transcreation adapts it to the specific needs and expectations of the target country, culture, target group and market segment. The intention, style and tone are maintained to convey the same message and achieve the same effect as the original.<\/p>\n\n\n\n

Die Grundlagen der Transkreation internationaler Kampagnen<\/a> haben wir bereits beschrieben. Nun folgen unsere Tipps f\u00fcr die Implementierung in die eigenen Abl\u00e4ufe und die erfolgreiche Umsetzung.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n
\n

#1 Integrate transcreation when planning your campaign<\/h2>\n\n\n\n

Advertising can have a lasting impact on a company\u2019s image and has a significant influence on the reputation and prominence of its products, and this also applies abroad. Therefore, international advertising campaigns need to be tailored to the target market.<\/p>\n\n\n\n

During transcreation, the content that has been developed is accurately and attractively transferred into the relevant target language and the cultural context of the target market and target group. This ensures that everything lives up to the cost and effort that went into organising the source text, without compromising the text\u2019s impact or even the brand.<\/p>\n\n\n\n

Having to correct or adapt the text later, as was the case with Pepsi's faux pas in China, can be very costly and time-consuming and so should be ruled out from the outset.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n
\n

#2 Define the target country and target group<\/h2>\n\n\n\n

Admittedly, classic advertising words such as target group, conquest, etc. are martial, as they originate from military strategy ("campaign" related to military campaigns), but this line of thinking serves its purpose: You want to be successful in a new territory, so analyse it in advance. Who is the target group? What are their preferences and idiosyncrasies?<\/p>\n\n\n\n

Pay attention to language and culture from the beginning. For example, if your campaign is for Brazil, neither the cultural nor the language skills should come from Portugal. Although both countries speak Portuguese, there are clear differences. And the closer they get to the target group, the more important they become.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n
\n

#3 Be critical when choosing a transcreation service provider<\/h2>\n\n\n\n

It is your ambitious campaign, they are your ambitious goals, so, when implementing them, you also need partners that help you to achieve them. So look carefully, and check your translation service provider as well. For example, ask yourself the following questions:<\/p>\n\n\n\n

\n
\n