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Case Study: Transcreation of Recruitment Campaign for Delivery Platform

A well-known international food delivery platform developed a new advertising campaign aimed at attracting delivery drivers in different European markets.

Through a language services agency, the goal was to creatively adapt the original English content to other languages, maintaining the impact, tone and intent of each message according to the target audience.

Gorka Hodson - Creación de Contenido Bilingüe

The Challenge

  • The campaign was divided into three conceptual blocks:
    • Funny messages (FUN)
    • Emotional messages (EMOTIVE)
    • Functional messages (FUNCTIONAL)
      Each with headlines and microtexts that required adaptation, not simple translation.
  • The content was designed to target very specific profiles:
    • Students
    • People who combine several jobs (jugglers)
    • Cyclists
    • Scooter users (with the possibility of financing)
  • The objective was to maintain the brand’s agile, direct and approachable tone, with puns, double meanings and cultural references that required a finely tuned transcreation for the Spanish-speaking audience.

My Role

As a transcreator specialized in digital campaigns with an informal and creative tone, I participated in:

  • Review and analysis of the original English content, assessing the feasibility of puns and cultural resonance.
  • Creative adaptation of headlines and secondary copy, reimagining the messages in Spanish to be equally impactful, without losing naturalness or tone.
  • Delivery of multiple options per creative line, accompanied by contextual and linguistic justification to facilitate the client’s decision making.

Results

The entire campaign was adapted while maintaining the provocative, empathetic and functional spirit of the messages, with memorable headlines in Spanish.

The campaign helped to attract new delivery driver profiles in different European markets, generating engagement and expanding the brand’s reach.

The client particularly appreciated the consultative approach and the quality of the adaptation, consolidating the relationship for future similar projects.

Gorka Hodson - Creación de Contenido Bilingüe

Contact me

gorka.hodson@gmail.com

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