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LEAP Deliver Local Market Resonance for TikTok International Women’s Day Campaign

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Transcreation and versioning help raise the voices of women in music worldwide

LEAP Deliver Local Market Resonance for TikTok International Women’s Day Campaign

To tackle the issue of underrepresentation of women in music for International Women’s Day 2021, TikTok and its creative agency AKQA Amsterdam developed the #WeAreHere digital and social campaign. They chose LEAP to transcreate, produce, and deliver campaign assets in multiple languages and formats and ensure their message would connect with a global audience 

The original English language master features bold text animation and clips of performers to a soundtrack by Nina Nesbitt. LEAP’s localisation teams needed to take account of the many differences in sentence structure and word count between languages and come up with clever design tweaks to ensure that the foreign language messaging stayed true to the look and feel of the master creative and the rhythm of the edit. 

Timings were tight, but LEAP’s integrated advertising production teams were able to produce just under 80 films in one week – a hero film, a 20-second film, and a 10-second version in up to seven different formats. They also transcreated digital banner ads into Italian and French along with two versions in Spanish for markets in Spain and Latin America. Thanks to their global network of copywriters, LEAP’s transcreation team understood the nuances of audience, platform, culture and language and were able to craft the copy and make it truly resonate. 

LEAP’s collaborative and agile approach across their integrated teams - Film and Post, Language and Culture, and Digital Production - ensured that nothing was outsourced. This enabled complete control of the entire creative localisation and production process from transcreation and editing to to smooth and speedy versioning. 

#WeAreHere and its international versions won acclaim across the global marketing industry. TikTok and its agency were delighted with the results as well as the production process and returned to LEAP for additional collaborations including IWD2022. 

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Categories: Media and Entertainment, Social Media Platforms

LEAP, Mon, 16 May 2022 10:46:33 GMT