New Balance Case Study

Reach your target market no matter who they are or where they live through local brand language marketing. Cultural awareness and language are no longer a barrier to getting in touch with and serving your audience.

The Client

New Balance is an American apparel and sports footwear brand headquartered in Boston, MA, USA. The brand has a well-established presence worldwide, including in the UK where some of their goods are produced for the European market.

Industry: FMCG – Sports Apparel and Footwear

The Product

New Balance campaign for the European market.

The Brief

New Balance campaign for Sports Direct Europe required to localise their original posters and artwork in 15 languages: French, Dutch, Slovenian, Spanish, Hungarian, Slovak, Czech, Portuguese, Icelandic, Polish, German, Estonian, Latvian, Lithuanian, Greek. The project required the localisation of the headline “No half measure” in the fifteen languages, delivered on posters in different sizes, with different images.

The Solution 

Research
For each market, the curated team of linguists performed a thorough research on the brand:

  • Brand history and origination
  • Brand positioning and products
  • Brand website and social media
  • Brand messaging and tone of voice
  • Brand markets and target audience
  • Past campaigns, slogans, and taglines

 

Discovery
Based on the brand research, the linguists recommended transcreation with DTP [desktop publishing] of the brand tagline. The transcreation process allowed the linguists to truly localise the message, considering the language character and space requirements. New balance required the posters in different sizes, with varying images. These had to support the out-of-home campaigns in every target market, from A4s to large banners.

Conclusion
The brand research helped to understand the brand presence in each respective country, which contributed to the delivery of a successful multilingual campaign.

The Outcome

The technological capability of Managed Language allowed for the project to take only one week from receiving the brief to delivering the final files. The client’s InDesign files, localised and returned as InDesign, in language.

Empower Your Brand

We are determined to make your brand look and sound like a local; empower you through multilingual content management and cultural awareness. We are more than your average translation solution for global businesses. Our services will help you build stronger relationships with your customers, turn cultural and linguistic challenges into business growth and expansion opportunities.

Go Cardless Case Study

Reach your target market no matter who they are or where they live through local brand language marketing. Cultural awareness and language are no longer a barrier to getting in touch with and serving your audience.

The Client

Blue Array required a new multilingual partner in the beginning of December 2020, to deliver original blog copies in language for their client Go Cardless, an automatic direct debit solution for companies, enabling them to collect payments without the need to chase their clients. These solutions allow for clients to complete international one-off, variable or reoccurring payments.

Industry: Services – Financial Solutions

The Product

Go Cardless is a B2B financial solution for small and medium businesses.

The Brief

Go Cardless is a client of Blue Array, the top UK SEO agency and a partner of Managed Language. The project requirement was to build a resource hub of financial information for the company’s target audience: small business owners, accountants and financial managers in small to medium businesses.

Blue Array required a multilingual partner who can deliver high quality articles, meeting the SEO standards, attribution and hashtag management of different markets, and the ability to work within tight deadlines.

The content, keywords, structure and tone of the articles needed to be clear, the aim was to provide informative, purposeful, and formal articles to help the company establish their presence in the respective markets.

The Solution 

Research
The writers chosen for the project were handpicked based on their background and experience from our curated multilingual team of writers. The project scope required for Managed Language writers to research the company’s: industry, business model, brand, tone of voice, their competitors, their clients, and the countries where they have established digital presence.

Discovery
Go Cardless required daily blogposts to be delivered for their target markets. The languages requested were UK English, American English, Australian English, and French. The volume for December was up to 17 blogposts per day.

The resource base that Go Cardless wanted to build was to serve their customers, but also to give a competitive advantage to the company, who aimed at rivalling established competitors in the financial sector.

 

The Outcome

Managed Language’s established network of partners and the curated team of writers worked together on delivering blog copy that aligns with the company tone of voice, brand image, industry, client requirements and can match competitor resources.

The client satisfaction was high, and the project is ongoing.

Empower Your Brand

We are determined to make your brand look and sound like a local; empower you through multilingual content management and cultural awareness. We are more than your average translation solution for global businesses. Our services will help you build stronger relationships with your customers, turn cultural and linguistic challenges into business growth and expansion opportunities.

Using our services, you can communicate your brand message across channels consistently and in the most culturally appropriate way. Our clients are from various backgrounds and industries, one thing holds true for all the clients we serve: we will bring you international customers through local brand marketing.

Baileys Case Study

Reach your target market no matter who they are or where they live through local brand language marketing. Cultural awareness and language are no longer a barrier to getting in touch with and serving your audience.

The Client

Baileys Original Cream is an Irish cream liqueur of cream, rich chocolate and Irish whiskey. The brand is a subsidiary of Diageo, a British multinational beverage and alcohol company. In March 2019, Baileys launched Baileys Delight, a blend of the Baileys Original Cream with African honey.

Industry: FMCG – Food & Beverage

The Product

A new product launch: Baileys Delight launch to the Nigerian market.

The Brief

A TV commercial for the Nigerian market, filming of which was originally planned to occur in Lagos. The production company decided against filming the campaign locally due to logistical and health, and safety concerns. The cultural review brief had an enquiry to find a new location that looks like Lagos. The result had to feel authentically Nigerian to be successful.

The Solution 

Research
The most effective advertising medium in Nigeria is TV commercials, followed by out-of-home advertising like billboards, posters etc. Through our well-established network of collaboration partners, we commissioned a robust research plan. Lagos, as a city has a unique ambiance and outlook which cannot be easily replicated. Our priority is to protect the brand positioning as a local producer with a commercial looking authentic; not becoming a colossal failure in the eyes of the locals as recently discovered by Hollywood.

Discovery
We recommended a convenient location in Johannesburg. With the creative approach, a street corner could replicate the Lagos scenery. The thorough, robust research plan delivered the culturally appropriate characteristics that needed to be brought to Johannesburg to make it an authentic Lagos street:

  • Location ideas and example options – street view, shop corner view, bar setting
  • Glassware and crockery
  • Current taxi and bus models
  • Mixing deck and speaker models, DJ set ideas, speaker wall options
  • Furniture options – couches, chairs, tables
  • Shop options – shop front, shelves, books
  • Lagos colours – signs, fonts, clothing
  • Actor appearance

The research discovered the most common faux pas when replicating the Nigerian culture: using traditional clothing, showing yellow bus models no longer in use, showing people in religious attire or minors.

Conclusion
Within three days, ML had identified a new photoshoot location, found props, extras and site support in South Africa. Once approved, ML delivered the full cultural review within 3-weeks. We ensured following the tight deadlines as the production company were already in Johannesburg, set up to film.

The Outcome

ML provided the full cultural review to transform a Johannesburg street to became Lagos for an afternoon of filming.

Empower Your Brand

We are determined to make your brand look and sound like a local; empower you through multilingual content management and cultural awareness. We are more than your average translation solution for global businesses. Our services will help you build stronger relationships with your customers, turn cultural and linguistic challenges into business growth and expansion opportunities.

Using our services, you can communicate your brand message across channels consistently and in the most culturally appropriate way. Our clients are from various backgrounds and industries, one thing holds true for all the clients we serve: we will bring you international customers through local brand marketing.