Want to optimize your marketing and advertising to reach a global audience? Sometimes, translation just isn’t enough. Transcreation is the process of recreating content for a new target audience, changing elements of the material and messaging as needed to keep the same overall emotional impact. (Want to learn more? See What is Transcreation?)
But why is transcreation important? Here are 4 compelling reasons why transcreation is vital for international businesses.
Transcreation is important because different cultures have different cultural touchpoints.
Yes, that sounds obvious. But let’s consider how that could affect a famous advertising campaign like Coca-Cola’s adverts featuring Santa Claus. The images of a plump, rosy-cheeked Santa Claus are designed to make people who grew up with the myth of Santa Claus feel all warm and fuzzy inside – and then transfer those nostalgic feelings to the Coca-Cola in Santa’s hand!
These ads were obviously a tremendous success for Coca-Cola, even helping to shape the modern image of Santa Claus. And today, they’d work in even most non-Western countries like China and India, thanks to the global march of Western pop culture.
But even today, some countries don’t celebrate Christmas. Not even the secular, gift-giving version of Christmas. And in those markets, ads that feature Santa Claus are unlikely to evoke the same emotional response as they do in cultures where kids grow up associating Santa with magic and gifts. Read more