Localized Customer Education Website for US Hispanic Market: Case Study
Client Industry:
Advertising/Marketing (Insurance)
Project Overview:
Paragon partnered with a national insurance company and their full-service advertising agency to deliver a localized digital campaign tailored to the US Hispanic market. The project involved linguistic validation, cultural and linguistic consulting, translation, adaptation (transcreation), desktop publishing, QA testing, and translation memory management to create a Spanish-language version of the Client’s successful English customer education website.
Languages Involved:
Spanish
Project Duration:
Approximately 1 year
The Challenge:
After experiencing success with an English-language customer education campaign, the Client aimed to replicate this success by reaching the growing Hispanic consumer base in the US. The campaign was designed to educate both existing and potential customers on the different types of insurance products available. However, the Client’s existing Spanish-language content was fragmented and inconsistent, having been created piecemeal over many years without adhering to a unified style or language register.
To better engage the US Hispanic market, the Client needed a fresh, cohesive campaign that maintained brand messaging while adapting the content for cultural relevance. The challenge was to seamlessly localize the content while preserving the creative essence developed by the Client’s advertising agency.
The Solution:
Paragon’s role began after the advertising agency developed the initial creative concept and two web pages for the Client’s new Spanish-language website. Our task was to translate and adapt the remaining web pages from the Client’s product education section and other content from their English site into Spanish, ensuring the campaign resonated with the Hispanic audience.
Key Steps in the Solution:
Translation Memory (TM) Management:
Paragon leveraged its extensive TM of the Client’s previous projects to ensure consistency in terminology and style across all new translations. This tool was essential for maintaining alignment with the Client’s approved language and previous campaigns.Cultural and Linguistic Consulting:
We conducted a thorough cultural and linguistic analysis of the content to ensure it resonated with the US Hispanic audience, making necessary adaptations to the creative messages provided by the advertising agency. This process involved transcreation—adapting content beyond literal translation to ensure cultural relevance and impact.Quality Assurance:
Every piece of content was subjected to rigorous quality assurance processes, including linguistic validation, editing, and QA testing. Paragon ensured that the translations were not only accurate but also maintained the creative integrity of the original campaign.
The Results:
The collaboration between Paragon, the Client, and the advertising agency resulted in a fully localized Spanish-language website that effectively engaged the US Hispanic market. Paragon successfully adapted the Client’s product education campaign into Spanish while ensuring consistency with previous projects through the use of translation memory.
The Client was able to launch a cohesive, culturally relevant digital campaign that met the needs of their target audience. The website served as an essential tool in educating Hispanic consumers about the Client’s insurance products, reinforcing brand loyalty and expanding their customer base.
This project marked another successful partnership between Paragon and the Client, further solidifying trust and setting the stage for future collaborations on similar campaigns.
