The Acolad and Specsavers teams worked together to test one of Acolad’s digital marketing services: transcreation.
The purpose was to compare the result of the transcreation service versus standard translation of the region’s website content, focusing on the frame descriptions on the website product detail page. In essence, Acolad performed A/B testing to find out what resonates with the end user and prove ROI to Specsavers for the additional investment.
Drawing from experience across many international brands, Acolad proposed transcreation as the solution to reach higher engagement and conversion rates.
Typically, marketing-based web content calls for a more creative translation to accurately portray brand personality and engage the audience. Transcreation maintains the flair, style and voice of the content but culturally adapts it into the desired languages – Danish, Dutch, Swedish, Finnish and Norwegian.
The correctly transcreated content effectively communicates Specsavers brand and value proposition to their target audiences in a natural sounding way, almost as if it was written by a native speaker.