Operating in so many different countries brought demands for translation and localization at scale. Bugaboo’s translation needs had previously been divided between four different agencies, each responsible for a different slice of the company’s content output. This fragmented way of working meant that employees were spending a lot of time managing the various translation processes. It also led to inconsistencies in quality and messaging.
Bugaboo also wanted to implement a more powerful, unified, brand story across all content worldwide, regardless of the target country or language. That content needed to be translated across 24 different language combinations, including texts for marketing and communications, product manuals, packaging materials, and copy for its website.