Globibo Blog

Transcreation – Research, Articles, Case Studies



Transcreation is the process of recreating marketing and advertising content from one language into another while preserving the original meaning, context, and tone of the message. It goes beyond traditional translation and involves adapting the content to fit the cultural nuances and linguistic subtleties of the target language and audience. Transcreation is critical for businesses looking to expand globally, as it ensures that their marketing messages are received and understood by the target audience, resulting in greater engagement and ultimately higher conversions.

At Globibo, we understand the importance of transcreation in today’s global marketplace, and we offer comprehensive transcreation services to help businesses effectively communicate with their target audience across different languages and cultures. Our professional transcreation services involve a thorough analysis of the original content, target audience, and cultural context, followed by a creative adaptation of the message to ensure maximum impact.

Our team of experienced transcreation experts has in-depth knowledge of the target language and culture, allowing us to effectively adapt the content while maintaining its intended meaning and message. We work closely with our clients to ensure that the final transcreated content meets their specific requirements and objectives.

Our professional transcreation services cover a wide range of marketing and advertising materials, including but not limited to taglines, slogans, brochures, websites, social media campaigns, and more. We ensure that our transcreated content resonates with the target audience, resulting in improved engagement and increased conversions.

Partnering with Globibo for your transcreation needs will help ensure that your marketing messages are effectively communicated across different languages and cultures, helping you to expand your global reach and achieve greater success in the global marketplace.

The objective of Transcreation:

The purpose of transcreation is to adapt and recreate content from one language to another while keeping the intended meaning and message intact. Transcreation goes beyond translation and requires the transcreation to be culturally aware and sensitive to the target audience’s preferences, values, and beliefs. The aim of transcreation is to create a localized version of the original content that resonates with the target audience and delivers the desired impact.

The primary purpose of transcreation is to ensure that the brand message is consistent across all markets and that it effectively communicates with the target audience. Transcreation is particularly important for brands that operate in multiple countries and languages because cultural nuances and language barriers can impact how the message is received. Transcreation helps overcome these challenges by adapting the message to suit the local market’s unique cultural and linguistic context.

Transcreation is commonly used for marketing and advertising campaigns, where the message and visuals are designed to elicit a specific emotional response from the audience. By adapting the message to suit the local market, brands can improve their chances of connecting with their target audience and achieving their marketing objectives.


Here is an explanation of each step in the transcreation process:

Step 1: Creative Brief – In this step, the creative brief is prepared. It includes detailed information about the target audience, brand values, tone of voice, and purpose of the communication.

Step 2: Draft Process Flow – After the creative brief is prepared, the next step is to draft the process flow. It outlines the different stages of the transcreation process and the timelines for each stage.

Step 3: Expectation Setting – The expectations of the client are set in this step. The client is informed about the timelines, the process, and the deliverables.

Step 4: Transcriber Onboarding – The transcribers are onboarded in this step. They are trained on the brand guidelines, tone of voice, and language requirements.

Step 5: Glossary Preparation – A glossary of key terms and phrases is prepared in this step. It ensures consistency in the use of language and messaging across all communications.

Step 6: Transcreation – The actual transcreation process begins in this step. The transcribers use their creativity and language skills to adapt the original content to the target market.

Step 7: Draft Review – The draft translated content is reviewed in this step. The client provides feedback, and revisions are made as necessary.

Step 8: In-market review – The transcreated content is reviewed in-market by native speakers of the language. Their feedback is incorporated into the final version.

Step 9: Final Approval – The final version of the transcreated content is approved by the client.

Step 10: Media Handover – The transcreated content is handed over to the client in the required format and for the specific media it will be used in.

These steps ensure that the transcreation process is well-organized and executed with high-quality standards.

Benefits of transcreation:

Here are some benefits of transcreation:

  1. Accurate adaptation: Transcreation ensures that the original message is accurately conveyed in the target language while taking into account cultural nuances, idiomatic expressions, and local references.
  2. Increased engagement: By adapting the message to the target audience, transcreation can increase engagement and resonate more deeply with the local audience. This can result in greater brand loyalty and increased sales.
  3. Competitive advantage: By localizing content through transcreation, companies can gain a competitive advantage in foreign markets by showing a deeper understanding and respect for local culture.
  4. Consistency in branding: Transcreation ensures that brand identity is consistent across different markets while adapting the message to local cultural differences.
  5. Cost-effective: Transcreation can be more cost-effective than creating separate campaigns for each market. By adopting a single campaign for different markets, companies can save on production costs while still reaching local audiences effectively.
  6. Faster time-to-market: With transcreation, companies can adapt their message to different markets quickly, reducing the time-to-market and allowing them to capitalize on new opportunities faster.

Transcreation generally enables businesses to effectively communicate their message to various audiences and audiences from different cultures, which increases engagement, loyalty, and sales.

To Sum Up:

In short, transcreation is a crucial process for businesses to adapt their content to different cultures and languages while maintaining the intended message and branding. With Globibo’s comprehensive transcreation approach and experienced team, businesses can ensure their content is effectively transcreated for global audiences, leading to better engagement, brand recognition, and ultimately, business success.



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