CASE STUDY
Netflix
Capturing regional voices
Netflix was looking for a flexible, creative & scalable partner to provide transcreation of titles and marketing content that reflected the voices and nuances of the Middle East.
Challenge
As Netflix was expanding its audience in the Middle East, they encountered challenges with localizing film and series titles, descriptions, and marketing content in a way that would resonate with Arabic speakers from a linguistically diverse region.
Such highly visible and creative content required linguists with experience in transcreation, not just translation, and required close collaboration between lead linguists and internal language managers – as well as a project management team that could handle requests with tight turnarounds 18 hours per day. Incumbent vendors had been outsourcing to other agencies rather than working directly with linguists, and this created too many layers and made collaboration, communication, and quality management difficult.
“Where do I start? I partnered with Jill and her team over the past two years. From truly taking the time to understand our business needs to scaling a program to meet our localization efforts, Jill and her team espouse many of the core values that drive our business at Netflix - curiosity, passion, inclusion, innovation, and impact. I couldn’t recommend Jill, her team, or Multilingual Connections more!”
Dean Burnett | Globalization Vendor Manager, NETFLIX
Approach
Netflix came to us looking for a smaller and more flexible partner that could provide quality, creativity, and collaboration. We grew our project management and vendor management team in Egypt and recruited the most talented copywriters and transcreation specialists – all with experience in film and media – from across the Middle East to ensure we were representing a wide range of Arabic regional variants. All applicants underwent extensive testing, training, and ongoing evaluation.
Key improvements
- Highly creative transcreation
- Variety of regional dialects
- 18-hour availability
- Streamlined project management
Results
In addition to providing creative and culturally-nuanced content, we also developed our partnership by providing feedback to Netflix on how they could improve workflows for all localization partners through automations and integrations, thus minimizing the risk of human error while also reducing the effort needed to keep information centralized, visible and up to date. These integrations allowed more streamlined project management with clear task ownership and better planning, monitoring, and forecasting.
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