The festive season is a crucial period for brands worldwide, offering an opportunity to connect with audiences through messages of joy, generosity, and togetherness.
For global companies, crafting Christmas campaigns that resonate across different cultures and languages is both a challenge and an art.
Effective use of translation in these campaigns can bridge cultural divides, creating a universal appeal while respecting local nuances.
In this deep dive, we analyse real-world examples of Christmas marketing campaigns that successfully utilised translation to engage a global audience.
1. Amazon’s “Give” Campaign
In 2018, Amazon launched its “Give” campaign, featuring a heartwarming advert where packages come to life, singing and spreading joy as they make their way to recipients worldwide. The central song, a rendition of “Can You Feel It” by The Jacksons, was a unifying element.
Translation and Localisation Strategy
- Language Adaptation: The campaign was localised for various markets, with voice-overs and on-screen text translated into multiple languages, including French, German, Spanish, Italian, and Japanese.
- Cultural Sensitivity: The advert showcased diverse settings and characters, reflecting different cultures and traditions without focusing on a specific holiday symbol. This inclusivity allowed the campaign to resonate in countries where Christmas is celebrated differently or not at all.
Impact
- Global Reach: By using a universally uplifting song and minimal dialogue, Amazon ensured the core message was easily translatable and emotionally impactful across different languages.
- Brand Connection: The campaign reinforced Amazon’s role in connecting people worldwide through gift-giving, enhancing its image as a global facilitator of joy during the festive season.
2. IKEA’s “Silence the Critics” Campaign
IKEA UK’s 2019 Christmas campaign, “Silence the Critics,” featured families preparing their homes for the festive season, prompted by ornaments and household items rapping humorous critiques about the state of the décor.
Translation and Localisation Strategy
- Adaptable Concept: The central idea of refreshing one’s home for guests is universal. IKEA adapted the campaign for different markets, ensuring the rap’s lyrics and humour were effectively translated.
- Language Nuances: Translators worked to maintain the rhyme and rhythm of the rap in other languages, a challenging task that required creative transcreation rather than direct translation.
- Cultural References: Local idioms and references were incorporated to make the advert more relatable to each specific audience.
Impact
- Increased Engagement: The catchy music and relatable scenario led to high engagement levels internationally.
- Sales Boost: IKEA reported an increase in sales of home accessories and décor items during the campaign period, attributing part of this success to the effective localisation of their marketing message.
3. McDonald’s “Reindeer Ready” Campaign
McDonald’s launched the “Reindeer Ready” campaign in the UK and extended it to other markets. The advert follows a young girl who saves a carrot from her Happy Meal to give to Santa’s reindeer, highlighting themes of kindness and imagination.
Translation and Localisation Strategy
- Universal Themes: The story centres on family, generosity, and magic – emotions that transcend cultural boundaries.
- Local Adaptations: For each market, McDonald’s adjusted elements of the advert to align with local traditions. In some countries, the concept was modified to fit the local festive folklore, such as replacing reindeer with culturally relevant characters.
- Multilingual Content: The voice-over and any written text were carefully translated to maintain the emotive tone and narrative flow.
Impact
- Emotional Connection: The campaign successfully evoked emotional responses from audiences worldwide, strengthening brand loyalty.
- Social Media Engagement: The hashtag #ReindeerReady trended in several countries, demonstrating effective global engagement facilitated by thoughtful translation.
4. Sainsbury’s “The Big Night” Campaign
In 2018, British supermarket Sainsbury’s released “The Big Night,” a Christmas advert depicting a school play where children dressed as various festive items perform on stage. The spectacle culminates with a star atop a Christmas tree belting out a show-stopping song.
Translation and Localisation Strategy
- Music and Performance: Music is a universal language. The central song, a rendition of “You Get What You Give” by the New Radicals, was chosen for its broad appeal.
- Visual Storytelling: The focus on visuals over dialogue made the advert easily understandable across different languages and cultures.
- Selective International Release: While primarily aimed at the UK market, the advert was shared online and reached international audiences. Subtitles and translated versions were provided in key markets.
Impact
- Viral Success: The advert gained international attention on social media platforms, with viewers praising its heartwarming and inclusive message.
- Brand Recognition: Although Sainsbury’s operates mainly in the UK, the global reach of the campaign enhanced its international profile, showcasing effective use of translation and cultural themes.
5. Airbnb’s “Home for the Holidays” Campaign
Airbnb’s “Home for the Holidays” campaign centred on the idea of belonging anywhere, a core company value. The adverts showcased travellers experiencing Christmas traditions in different countries through Airbnb stays.
Translation and Localisation Strategy
- Multilingual Narratives: The campaign featured stories narrated in various languages, each highlighting local customs and the warmth of shared experiences.
- Cultural Immersion: By focusing on authentic traditions and including local languages, the adverts respected and celebrated cultural diversity.
- Subtitles and Dubbing: To ensure accessibility, subtitles were provided, and in some cases, the adverts were dubbed, allowing viewers to engage with the content in their preferred language without losing the original’s authenticity.
Impact
- Enhanced User Engagement: The campaign encouraged people to explore new cultures during the festive season, aligning with Airbnb’s mission.
- Positive Brand Image: By effectively using translation to promote inclusivity and understanding, Airbnb strengthened its reputation as a globally conscious brand.
Key Takeaways from Successful Campaigns
1. Embrace Universal Themes
- Emotions Transcend Language: Focusing on universal feelings like joy, love, and generosity ensures the core message resonates globally.
2. Invest in Transcreation
- Beyond Literal Translation: Adapting the message creatively preserves its impact across different languages and cultures.
3. Respect Cultural Nuances
- Avoid One-Size-Fits-All: Tailoring content to reflect local traditions and values enhances relatability and acceptance.
4. Utilise Visual Storytelling
- Show, Don’t Tell: Strong visuals can communicate the message effectively, reducing reliance on dialogue and simplifying translation efforts.
5. Collaborate with Translation Experts
- Insightful Adaptation: Engaging native translators and cultural consultants ensures authenticity and prevents misinterpretation.
These case studies demonstrate that successful multilingual Christmas campaigns are the result of thoughtful strategy, cultural sensitivity, and effective translation. By embracing universal themes while respecting local nuances, brands can create festive marketing that resonates with audiences worldwide.
In a global marketplace, the ability to connect with consumers across linguistic and cultural boundaries is invaluable. Professional translation services play a crucial role in this process, ensuring that messages are not only understood but felt deeply by diverse audiences.
As we approach another festive season, businesses have the opportunity to spread joy and strengthen their global presence through well-crafted, culturally attuned campaigns. By learning from these successful examples, companies can enhance their marketing efforts and foster genuine connections around the world.
Ready to Make Your Campaign Shine Globally?
Bubbles specialises in helping brands convey their messages with impact and authenticity across languages and cultures.
Contact us today to discover how we can support your festive campaigns and ensure they resonate with audiences everywhere.
