Localizing content without words
Pictures, videos, graphics and a looooooong etc.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
2 years ago, I worked on the localization of a TV commercial for a global brand. They already had some commercials within their local market (Germany) and wanted to expand it to Spain.
It was fun. TV is still TV: big teams, big budgets, a lot of pressure. I worked on the copy, of course (and wasn’t an easy one)… but also in other many things related with being as local as possible.
And one of them was the scenery. The spot was mainly indoor, so we needed to make sure to capture a flat and a decoration that look familiar to anyone from Spain. Questions like how many rooms, how is the floor like, lighting, kitchen style, the walls and a lot of local interior designing.
For example, in Spain the wooden floor is relatively new and every house has strong blinds (persianas), something I haven’t seen in other countries. I used my own experience from living in Spain (and having visited a lot of different apartments) and, of course, did a little research on Google to find how a typical Spanish flat (no house) looks like.
It turned out to be quite different from Germany, for example, where flats tended to be smaller but brighter, with wooden food and lots of plants.
For other projects, I’ve provided pictures, songs, information about local food and a lot more things than just writing. Imagine you localize a full website, all the copy makes perfect sense… but then the pictures and design are nothing close to the Spanish market.
Is a extra effort, yeah. But is 100% worth it.
Market-in
Resources to reach your peak level.
💡Google presented a new update this month and here are some keys to understand it.
Outside the desk
Where the magic really happens.
🌊 Spain is a country with many different countries inside. I’m spending the week in the Basque Country, a unique region famous for their language (euskera), their great food and for having some of the best surfing spots in Europe.
🍿 I haven’t shared what I’m watching in ages! Last week I finished up One Day, from Netflix. I wouldn’t recommend it for everyone, but if you like something slow, romantic and sweet, this is for you.
🍳 Here the way of eating is “pintxos”: small portions of food with a bit of bread and a bit of anything else, from veggies to omelettes, fish or meet.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙