How a Technology Giant reduced its English to Non-English campaigns launch time from 4 months to One Week
Faster Launch of Marketing Campaigns
Return on Content
Countries Launched
The Challenge
Airwallex is a leading fintech cross border payments platform. It has a wide presence across APAC, LATAM and EMEA.
The local Non-English marketing teams were always a quarter behind in implementing the marketing campaigns. There were two main reasons for this.
- Delayed Marketing Campaigns : The global teams would hand over campaign plans in English language and expect the local teams to adapt and translate. This meant the teams had to localise all assets within a short period of time and incur high costs for the same.
- Lack of Content ROI & Cumbersome Review Workflow : Secondly, during the translation process, there would be at least 5-6 rounds of reviews with the agency teams. This review workflow would be cumbersome as there would be multiple versions of google docs, excel sheets and The delay in approval of content also meant that the teams were restricted in the number of content assets they could translate. Which resulted in lower ROI per content.
- Inconsistent content & product messaging guidelines : The constant delay in translating assets meant that a few Non-English teams could not launch relevant content and hence this failed against the team’s broader objective to maintain a consistent content and product messaging across all regions.
Solution & Results :
Due to the growing pains around the translations workflow, the Airwallex APAC team decided to do a pilot program with Vaga.ai and below were some significant initiatives :
- No more delayed Marketing Campaigns : With Vaga.ai’s intuitive content creation, translation and reviewing capabilities, the Airwallex team involved external agencies and translators only to review and revise a few pieces of content instead of previously engaging agency teams for the entire translation process. This meant the team could quickly go to market with the localised content. The local marketing teams also leveraged Vaga.ai platform to manage their translation workflow with the agency. All this meant that the team could now go to market with their localised marketing campaigns within 1-2 weeks time frame after receiving the global content. This reduced their campaign launch time by nearly 89% which resulted in significant cost and time savings.
- 5X Content ROI & Streamlined Agency Review Workflow : Due to the streamlined process of translating the content and the capabilities of the Vaga.ai platform to translate all formats of content, the team was able to manage translating content formats across the customer journey such as blogs, youtube videos, webinars, battlecards in over 5+ languages. This also helped the team launch multi-modal campaigns across various channels leveraging various formats of the content assets.
- Consistency in content, brand & product messaging : Since Vaga.ai is also a translations workflow management tool, the teams across 5 different countries could quickly review and approve their content all in one platform-this helped the global team in streamlining the content approval process that resulted in consistent content and brand messaging in different content types (blog, ebooks, product demo videos, social media posts and images, landing pages etc) across various media channels.
Looking ahead, the Airwallex team is now planning to expand their successful localization approaches to the rest of the two continents across LATAM & EMEA. They plan to leverage a localization expert who will act as a central point of contact for the Vaga.ai to maintain the consistency in localised content messaging and review workflow.
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