Transcreation vs Translation

When it comes to reaching Hispanic audiences with advertising, direct translations of campaign content can be ineffective because a message written in one language for a specific target audience might not necessarily resonate with a Spanish-speaking recipients. 

This is where transcreation comes in handy. If you’re unfamiliar with the term, transcreation is the process of transferring the key characteristics, emotions and values of a message from one language to another. 

Different from simple translation, the use of transcreation results in culturally relevant and appropriate messaging that is targeted and localized. 

Here’s a quick rundown of how CultureSpan gets it done.

UNDERSTAND

If you want to craft a message that reaches and resonates with a Hispanic audience, you need to have a firm understanding of what you’re wanting to accomplish with your brand. What are the goals? How will it impact consumers? Our team can help determine these answers and more, with research that will allow us to create an effective message or messaging strategy.

IDENTITY

In order to develop a well-tailored message for your audience, you need to really understand what motivates them. Once your brand’s goals have been identified, we dig into the mind of the consumer, uncovering key factors that apply to their buyer persona. This allows us to target your audience with marketing messages that incorporate the right value points while addressing their unique needs and desires.

EXPLORE

With goals and an audience defined, we move to examining your brand’s original message. We deconstruct it entirely to understand the heart and soul of the message in order to develop the more culturally-relevant Spanish version.

CREATE

Now comes the most important part of the process – create! Our team takes the findings we’ve gathered to develop a variety of options that we review and discuss internally before presenting our top recommendations. 

TEST

Once messaging options have been selected, we work to ensure it resonates with your intended audience and, most importantly, verify that it aligns with the unique objectives your brand aims to fulfill.

LAUNCH

After testing of the message is complete, reviewed for feedback and given final approval, we launch it across all platforms and vehicles associated with your campaign.

EVALUATE

Even after a successful launch, our work continues with a real-time monitoring phase that allows us to analyze, adjust and improve the message of your campaign to ensure it’s being received by the proper audiences.

If you don’t want your Spanish language campaigns to get lost in translation, CultureSpan Marketing can make your message matter. For help in capturing your share of the $1.5 trillion Hispanic market, get in touch with us at info@culturespanmarketing.com or (915) 581-7900 to get started.