CASE STUDY

Engaging global markets with Üllo

"Multilingual Connections can instantly broaden your market, and all you have to do is supply them with the source material."

Joe Radosevich, Chief Technology Officer at ÜLLO

Background

Üllo is a global company that believes wine is best enjoyed free from the sulfite preservatives. Its main product, Üllo Wine Purifier, removes sulfites for what it describes as a healthier, more natural way to enjoy wine. Since 2017, Multilingual Connections has partnered with Üllo to help engage and grow its multilingual audiences through translation and transcreation of marketing campaigns, website pages, product labels, and more.

Challenge

Üllo was looking to test a new social media marketing strategy in its global EU markets, so they reached out to Multilingual Connections to translate a digital marketing campaign into Spanish, French, German, and Italian. The needs became clear: transcreation, or the adaption of creative text from one language into another, would be the best approach for a digital campaign that educates, inspires, and moves the audience to act.

Key services at play

Global language solutions in 4+ languages
Desktop publishing of digital product guides for online storefront
Transcreation of SEO keywords, hashtags, emails, and ads

“I can count on Multilingual Connections to work with our needs and goals in mind and deliver accurate and timely translation services. They provide the support we need to expand our technology and products to people who enjoy wine worldwide.”

Joe Radosevich

Transcreation

For marketing content, especially creative, punchy, and nuanced digital and social content, Multilingual Connections provides transcreation. This service reimagines the original content to come up with culturally-relevant messaging while ensuring the translation maintains the client’s brand voice, tone, and style – and that it resonates with the target audience.

In the call to action “How do You-llo?”, the transcreated Spanish version preserves the original play on words but restructures the sentence for a more natural read. Using “tú” or “you” in the middle of a sentence in Spanish wouldn’t work, so the direct translation of “¿Cómo tu-lleas?” was replaced with “Y tú, ¿Cómo Ülleas?” meaning, “And you, how do you Üllo?”

Results

Multilingual Connections streamlined the translation process and provided a comprehensive solution combining a number of services, including transcreation, website localization, and multilingual desktop publishing services. Multilingual Connections has supported Üllo’s global growth by creating content that resonates with the target audience and stays true to its brand voice.

For this project, Multilingual Connections:

Provided transcreation, or the adaption of creative text from one language into another
Helped localize concepts like “free shipping” across markets
Worked within character limits required by social media and advertising platforms and provided research and recommendations for SEO keywords
Eliminated extra work for the client by recreating digital product guides in InDesign

Let's talk!

Questions, comments, or suggestions?
Fill in the form and we’ll be in touch shortly.