Mars Petcare's transcreation and content marketing transformation
Creating cut-through content for the UK and European markets
The challenge
Mars Petcare faced challenges around transcreation and adapting their content for local markets; accurate and meaningful transcreation is key to conveying brand personality in their direct-to-consumer communications.
There was a direct need for an experienced transcreation team who understand the importance of local market knowledge and cultural nuance when translating materials for each audience.
Transcreation challenges across European markets
Quality control issues
Inconsistent brand messaging
Weakening of brand equity
Our solution
We immersed ourselves in understanding the unique identity of each of Mars’ brands. We established a dedicated transcreation process involving two specialised translators per language, deeply familiar with the brand’s tone, and a brand guardian to quality-check all content.
In order to adapt to cultural nuances, we used a combination of human-led market research and AI-powered sentiment analysis to ensure that our content was optimised for audiences in each local market.
Dedicated transcreation processes for European languages
Ecommerce website and email marketing copy
Social media and blog content creation
SEO-optimized creative writing
Content planning
The results
Through our collaboration, Mars Petcare achieved consistent, impactful, and culturally-relevant communications across European markets, strengthening their brand presence and consumer engagement. The campaigns created last year resulted in over 300,000 new subscribers across all programmes, smashing the year's target.
What Our Client says
"When I think about all the things we have accomplished together, I'm proud of the best-in-class quality we've delivered. Thank you for being such key partners."
