Your Transcreator as your brand ambassador

How to increase your online marketing reach organically

“Hiring” your transcreator as your brand ambassador might sound strange. How is this supposed to work and why should it make sense?

The team at your transcreation / localization agency is most likely the first to be challenged when it comes to making your campaign “go global” or as we sometimes say, “world ready”. Traditionally, our own in-house trancreation team is the first that needs to assess how to effectively address a broader, multilingual and multicultural audience.

A big factor for success in creating excellent content for various markets is efficient and interactive communication between the following two parties: the creators of content, and the transformers of that content for target markets, the ones we usually call the transcreators and/or regional content managers.

The communication regarding transferring content in itself is already highly interesting. Language and the choices we make when using specific language is something not only specialists love to discuss. The internet is full of translation and language memes and jokes. My favourite: “In Germany we don’t say “Those ones in a brighter colour, please”, when we buy shoes. We say “Die in hell!” and I think that’s beautiful.”  Conversation about how global campaigns are perceived dominate various discussion groups.  So why not make this an extra element of your online marketing strategy?

Engage with your localization agency and discuss with their marketing department how such a mini campaign could be handled. The easiest and quickest way to go about it is to close the “loop”.

As soon as you hit the publish button on your campaign, be it on Facebook, LinkedIn or Instagram, let your agency know about it. They’ll be happy to repost your content and let the world know that their team took part in creating the campaign. All your agency’s followers will have access to this content and in turn have a thing or two to say about it. In essence you will get traction and potentially engagement without additional costs, taking only the effort to inform someone.

If you want to get even more out of this idea, ask the trancreation team to come up with their favourite “problems” they’ve had to solve when trying to make the content work for their target language and audience. It might be worth the while to create separate posts, potentially together with your agency’s marketing department, to spike discussion about the campaign and the way that people perceive its language.

There are many possible approaches that don’t create a massive extra workload but rather give you some nice additional traction for your campaign. If you want to learn more about the possibilities and how we handle these requests at tsd, please contact us at tsd@tsd-int.com or call: +49 (0)221 925 98 60