Mother’s Day Global Social Media Campaign: Case Study

Client Industry:
Advertising/Marketing, Public Relations

Project Overview:
Paragon partnered with a leading international advertising agency to support a global Mother’s Day social media campaign for one of the world’s most prominent social media companies. The project involved the transcreation, cultural and linguistic analysis, and localization of multiple posts and short video content across 10 languages, including voice-overs and QA testing, all within a tight deadline.

Languages Involved:
Czech, Dutch, French, German, Greek, Italian, Japanese, Portuguese (Brazil), Spanish, Turkish

Project Duration:
1 month

The Challenge:

Mother’s Day is a widely celebrated holiday in the United States, and social media platforms are filled with posts, images, and videos honoring mothers. The social media company behind the campaign wanted to include its global audience by creating a Mother’s Day greeting generator and sharing tool in multiple languages. The challenge was to ensure that the campaign’s content resonated with users in different countries and languages while fitting within platform constraints, such as screen size limitations and non-Roman alphabets like Greek and Japanese.

Additionally, the client’s request involved translating embedded text in video content, ensuring that the translations fit properly on screen and within design elements like unique fonts used in user-generated Mother’s Day cards. The project had a short one-month time frame, so speed and accuracy were critical.

The Solution:

Given the tight deadline, Paragon and the client immediately collaborated to streamline the process. Paragon took charge of translating and localizing the social media posts and videos for each target language.

Key Steps in the Solution:

• Transcreation & Cultural Adaptation:
  Paragon’s team conducted a cultural and linguistic analysis to ensure that the tone and messaging of the Mother’s Day posts and videos resonated with users in each target language. We adapted the content to reflect cultural nuances and sensitivities, ensuring that the campaign felt natural and relatable in every region.
  

• Localization for Video Content:
  One of the videos featured embedded text and images of the social media platform in use, which needed to be localized into the target languages, including Greek and Japanese. Paragon’s linguists ensured that all visible text fit within the design constraints while maintaining the original creative intent.
  

• Custom Font Localization:
  For a user-designed Mother’s Day card featured in the campaign, Paragon localized the unique fonts into each language, taking care to maintain the design integrity. This process involved working closely with the client’s in-house designers to ensure that the translated content was visually appealing and correctly formatted.
  

• QA Testing & Certification:
  Once the translations were complete, Paragon’s internal team of designers collaborated with the client’s team to create proofs in each language. Our linguists reviewed the final designs to certify that the localized posts and videos were error-free, aligned with the campaign’s goals, and resolved any spacing or line break issues.

The Results:

Paragon successfully delivered the localized content for the global Mother’s Day campaign within the one-month deadline, ensuring that the posts and videos were engaging and culturally relevant for users worldwide. The campaign was a huge success, allowing the social media platform to involve users from different countries in the celebration of Mother’s Day.

Thanks to Paragon’s expertise in transcreation and localization, the client continued to work with Paragon on future campaigns for the prestigious social media company, including the 2014 World Cup campaign.

This project highlights Paragon’s ability to deliver high-quality localization services on a tight timeline, ensuring that global campaigns resonate with diverse audiences across languages and cultures.