Campaigns that sound like they were written in the market
Two recent projects from our creative team. One built a brand’s voice from scratch for Greek Gen Z. The other brought a premium wellness brand’s website, emails and social video to German shoppers. Client names stay private, as they always do with us.
Taglines for Greek Gen Z, written in Greek first
- Client
- European ride-hailing app
- Market
- Greece, Gen Z
- Service
- Transcreation & copywriting
The brief
The brand wanted to win over young Greek riders with a campaign that felt local. Translating the English lines would have produced copy that read like a foreign ad. They needed taglines that sounded like something a 20-year-old in Athens or Thessaloniki would actually say.
What we did
- Paired the brief with a native Greek copywriter who writes for this audience.
- Explored several creative routes first, to set the tone and test which ideas worked in Greek culture.
- Wrote original Greek taglines from those routes, each with an English back-translation and a note on why it works.
- Managed review rounds with the client’s marketing team until every line was signed off.
The result
The client approved the campaign copy, and the final taglines carried the brand’s personality into Greek. The routes also gave their team a reference for future Greek content.
Related: Transcreation services ยท Localisation
A premium wellness brand, made at home in Germany
- Client
- Premium natural wellness brand
- Market
- Germany
- Service
- Web, email & UGC video
The brief
The brand already sold in Germany, but parts of its German website and marketing emails read like translations. Health and wellness copy has to be accurate as well as appealing, and German shoppers notice clumsy phrasing quickly.
What we did
- Translated new web pages and marketing emails from English into German.
- Had a native German reviewer check the existing German copy for accuracy, tone and consistency.
- Kept terminology consistent across product pages, newsletters and promotions.
- Went beyond text: we matched the brand with a pre-tested native German creator, wrote the scripts for a set of seasonal user-generated videos, and had them recorded in German.
The result
The brand now has one partner for its German words and its German faces. Their copy reads naturally to German customers, and the recorded videos give them social content made for the market instead of dubbed or subtitled.
Related: Translation services ยท Editing & proofreading ยท Transcreation
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