Campaign Localization for YouTube
Challenge
Google wanted to pilot a new way to localize marketing assets. Working with their YouTube team in EMEA, a new process was trialed for managing localization of video content and digital assets. The overall aim of the new approach was to increase the speed of turnaround, deliver efficiencies (time and cost), to reach more markets across Europe and in the Middle East and – most importantly – drive subscription sign-ups. The YouTube Premium and Student Plan campaigns included master video content that required in-depth localization. Some images needed to be changed in selected markets (e.g. some featured artists’ music was not available locally); other markets had different preferences for featured artists; amendments were required to reflect pricing variations and local currencies; partner logos needed to be reviewed and amendments to the User Interface were needed to reflect the Arabic app being oriented differently to the English version.
Solution
Working closely with Splash’s London team, YouTube EMEA were able to receive an integrated localisation service covering in-market cultural checks; transcreation; UI localization; video editing; voiceover casting/recording and delivery ensuring a simple process to deliver beautifully localized videos for all target markets. Splash provided all of the services delivered, from client service and transcreation account management to the in-market translators, editing and final delivery. The result was nearly 300 assets that were fully localized for Saudi Arabia, the UAE, Qatar, Bahrain, Kuwait, Oman, Lebanon, France, Germany, Russia, Sweden, Norway, Denmark, The Netherlands, Ukraine, Turkey, Poland and South Africa.
Results
FULL VISIBILITY OF TIME TAKEN AND COST Splash’s production process enabled the YouTube team to retain full transparency of localized assets, with significant improvements in turnaround times and production costs. POSITIVE FEEDBACK The regional and in-market YouTube teams provided positive feedback regarding the new localization process, the response to the localized adverts and sign-up rates for the campaign. DETAILED DATA ANALYSIS With the campaign on YouTube’s network, their detailed statistics and reports show delivery of a highly effective campaign. EFFICIENCY DRIVES BROADER REACH Localized assets were delivered efficiently into more markets than in any previous campaign.
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