When you hear the phrase ‘Finger-Lickin’ Good’, you immediately think of the fast food giant KFC. But what happens when a phrase is translated without context and creativity?
In the 1980s, KFC ventured into China and sought to make a memorable entrance. They translated their renowned slogan into Mandarin. However, instead of employing transcreation, they opted for a literal translation resulting in ‘Eat your fingers off’. Not so appetising, right? Had KFC utilised transcreation, they could have conjured the same tantalising imagery as their original. Let’s learn how.
A Transcreation service involves transforming an existing piece of content into something that retains the original message but incorporates cultural references that resonate with the intended target audience. The term ‘transcreation’ blends translation and creation, sometimes referred to as creative translation. It’s predominantly employed for marketing materials such as slogans, advertisements and packaging.
The objective? To make the audience feel as though the message was initially crafted in their language. A successful transcreation will elicit the intended emotions, maintain the brand’s voice, and prompt the audience to take action.
In this post, we will explore:
- Transcreation vs translation
- When to use transcreation
- Examples of good transcreation
- The steps involved in transcreation
Transcreation vs translation: What’s the difference?
At this point, you might be wondering, what’s the difference between transcreation and a proficient translation? It’s an intriguing comparison, and we’re going to share how each linguistic service varies.
In essence, translation involves replacing words in one language with their counterparts in another language (the target language), while transcreation conveys the same message and concept in the target language, without necessarily adhering to a word-for-word translation. Think of it as a creative adaptation.
Check out the table below for some of the main differences between translation and transcreation:
| Translation | Transcreation |
|---|---|
| Translators are linguists who translate content. | Transcreation specialists are often writers. |
| A translator typically starts with the source text. | Transcreation often starts with a creative brief. |
| Translation can be more cost-effective as it involves a straightforward process of converting text from one language to another, while maintaining the original meaning, style and tone. | Transcreation can be more expensive since it requires additional creativity and cultural adaptation to resonate with a new target audience, often involving rewriting. |
| Translation results in content that faithfully reflects the original text in another language. | Transcreation often results in new messaging that encapsulates the same idea but in a way that is more relevant to the target market. |
| Translation is suitable for all types of copy but is less frequently employed for marketing copy where branding is crucial. | Transcreation is primarily used for creative, marketing-focused copy. |
When should you use transcreation?
How do you know when to opt for creative translation over simple translation? Consider it this way: if you need to translate content requiring a precise and accurate rendition of the source, such as legal documentation and technical product content, choose translation. However, if you need to communicate something creative with significant business impact for a new market, such as a slogan or email campaign, go with transcreation.
Creative adaptation is used most frequently in these industries:
- Advertising and marketing
- Entertainment and media
- Tourism and hospitality
- Consumer goods
- Gaming
- Literature
Ultimately, when aiming to attract more customers through marketing efforts, integrating cultural translation is paramount. Executed effectively, transcreation can:
- Generate relevant, culturally sensitive, engaging content
- Enhance engagement
- Attract new business
- Elevate brand awareness
- Enhance ROI
- Target specific audiences
- Amplify your online presence
At the beginning of this article, we saw what can go wrong with a poor translation. Now, let’s delve into what can be achieved with a proficient transcreation.
Examples of good transcreation
Bellow you will find some useful examples to understand better what creative translation is :
Apple iPhone slogan
The iPhone 14 Pro was coming out, and Apple wanted to convey to their international audience that it was the model for serious professionals.
In their English campaign, Apple employed ‘Pro. Beyond.’ With such succinct messaging, translating the depth of meaning and emotion posed a challenge. However, through transcreation, Apple successfully found an equally impactful equivalent in Spanish.
Given the inadequacy of a literal translation, grammatically and in meaning, they pivoted the slogan to ‘Pro. Muy Pro’, translating to ‘Pro. Very Pro’ in English. By condensing the second sentence to two short words, they replicated the original message of extreme professionalism, evoking the same emotions in their audience.
Haribo’s beloved jingle
Haribo boasts a jingle that’s bubbly, catchy, and rhymes, making it unforgettable. In the original German, the slogan is ‘Haribo macht Kinder froh, und Erwachsene ebenso’ translating to ‘Haribo makes children happy, and grownups too’ in English.
Haribo needed an English version, but the literal translation wasn’t quite right. They played around until they could find a slogan with the same meaning and infectious melody, and came up with this: ‘Kids and grownups love it so, the happy world of Haribo’. While the meaning shifted slightly, the English version encapsulated the same positivity and rhyme, aligning seamlessly with Haribo’s brand identity.
Nike’s ‘Just Do It’ slogan
Nike faced a different challenge; their slogan was so iconic, with layers of meaning, that translating it seemed insurmountable. After years of building their brand in China and exploring various approaches, they learned a valuable lesson in transcreation: sometimes, the most effective strategy isn’t translating your message at all.
Rather than attempting a direct translation of ‘Just Do It,’ Nike retained the slogan word for word in China but focused on localising and transcreating the marketing campaign. They asked themselves what ‘Just Do It’ meant for a Chinese audience, reimagining the slogan’s essence in Mandarin. In their campaign videos, they utilised a clever script, emphasising the word ‘just,’ which conveyed the essence of the slogan and established a connection with their new audience.
The steps involved in transcreation
First and foremost, any creative adaptation requires a transcreator you can rely on and a multilingual experts agency that can tailor your workflow.
Enter Milega.
At Milega, we specialise in striking the perfect balance between global and local content for businesses, enabling you to speak with your target customers as if you were a local brand.
We can guarantee:
- Professional native translators and writers executing our transcreations.
- High-impact writing, creativity, and SEO optimisation for top-quality content.
- Unparalleled proximity to your target market, considering every detail to ensure your target customers feel your product or service is tailored to them.
- Expert multilingual services, incorporating regional specificities and cultural nuances to maximise the impact of your message.
Keen to learn more about how Milega can streamline your transcreation workflow?
Let’s dive into the steps you should follow when considering transcreation.
Step 1: Identify why you need transcreation
Uncover the driving force behind your transcreation project. Are you gearing up to captivate new prospects in an exciting market? Boosting brand awareness while remaining faithful to your brand’s essence? Or embarking on a fresh advertising campaign to enhance your SEO in a new territory?
No matter your mission, when you engage professional transcreation services, expect:
- A thorough exploration of your project brief, uncovering its untapped potential.
- A candid assessment of the feasibility of your goals.
- A clear roadmap outlining the upcoming steps.
Step 2: Define your objectives
What are your content goals? Consider your transcreation objectives—are you striving to capture the essence of the original content? How critical is it to maintain your brand’s style? Does it require an extra sprinkle of rhyming magic?
Step 3: Calculate your budget and deadline
Transcreation, unlike traditional translation, demands a masterful human touch, making it slightly pricier and time-intensive. Transcreators are architects of words, meticulously designing each phrase. Yet, precision often necessitates multiple revisions, fine-tuning until the work shines.
Before embarking on a transcreation project, lay out your budget and deadlines. Remember, the constraints of time and money may influence the depth of the transcreation’s effectiveness.
Step 4: Adapt your workflow
At Milega, we specialise in agility, tailoring our workflow to suit your translation needs. From the initial project briefing to the meticulous quality assurance phase, our finely tuned processes ensure smooth sailing for your transcreation projects. We’re here to ensure that your expectations are not just met but exceeded, all while maintaining the integrity of your original content.
Ready to explore how Milega can facilitate your transcreation workflow?
