The brand that SPD is best known for is Clearblue®, familiar in many countries all over the world and trusted by millions of women for its accuracy and simplicity. SPD has been acknowledged as a true industry pioneer and its products have been featured in many television programs and films, including most recently Bridget Jones’s Baby.
SPD’s goal is to provide relevant diagnostic tools, which are accurate, easy to use, and affordable. The company’s tone is authoritative, but also very close to, and supportive of women. Video content, used in a variety of ways, is one of the key types of media the brand uses to drive its brand familiarity and trust. The nature of the video content is both educational and short-form advertising. It is deployed in the brand’s YouTube channel and website, but is also used across the marketing program, from Facebook to television broadcasts.
The original master video content is produced centrally in English, and then due to the global reach of the products, each video requires translation and localization. SPD marketing materials appear in 37 different languages in more than 40 different countries, mainly in Western Europe, North, Central and South America and most Eastern European countries.
Prior to working with Acolad, each video adaptation was either managed locally by each country or, in some cases, managed by an agency with a presence in several countries. This was a highly decentralized process and at times could be costly and time-consuming. It was also harder to protect against a nuance of language, culture, tone of voice or brand asset being missed or interpreted incorrectly in a video.
When your brand (and ultimately, sales) relies on being authoritative, a market leader and an expert, the communication messages are critical and have to be consistent and correct globally. Acolad had already been providing very successful translation services for SPD, so it was a natural next step to speak with Acolad about possible solutions for video localization.