Client: toys and board games manufacturer

Content type: e-commerce, product descriptions, marketing materials

Scope: content recreation + SEO localization

The Challenge the Client Came to Us With

The client already had marketing content translated by another vendor. Technically correct — yes. Effective for business — no. The existing translations failed to convey the brand’s personality, did not encourage purchase decisions, and did not match how real users actually search for products. What the client needed was not a word-for-word translation, but a full marketing adaptation, the kind that starts with brand framework and localization strategy.

Instead of editing the existing texts, we made a conscious decision to rebuild the content from scratch based on the function of each content block, emotional impact, and real search behavior.

Our Approach

We worked not as translators, but as marketing writers in another language.

Rebuilding the marketing logic of the content

We restructured product descriptions so that each element performed its role from capturing attention to building desire and driving purchase. The texts stopped informing and started persuading.

Bringing back emotion and brand voice

We replaced dry, technical phrasing with language that had personality — imagery, rhythm, and emotional resonance. The tone became human, close to the buyer, and consistent with the brand’s character.

Adapting content to cultural context

Many products were tied to well-known franchises, characters, and fictional worlds. We followed official localizations of names and titles, adapted game terminology and slogans, and accounted for the expectations of fan communities. The content started to feel familiar and native, not adapted, but belonging.

Rebuilding SEO around real search behavior

SEO localization is not about translating keywords, it is about understanding how users in a specific market actually search. We replaced literal phrases with ones users actually type, added conversational variants and relevant synonyms, and preserved adapted misspellings where they influenced search visibility. SEO became part of the marketing strategy, not a technical add-on.

Changing rhythm and style

Different products spoke to different audiences — children, parents, and collectors. We adjusted tone, replaced passive constructions with active ones, and simplified syntax to match how each audience reads and decides. The content became easier to engage with and harder to ignore.

What Changed

The most immediate signal came from the client’s in-country reviewer: the adapted texts were recognized as natural and effective for the local market not as translations, but as content written for that audience. For the client, this distinction mattered. Content that had previously required explanation and adjustment could now be used directly. The localization process stopped being a source of friction and became a reliable production pipeline. The project evolved into a long-term collaboration. Over several years, we supported new product lines, content updates, and catalog expansion, which is its own kind of result.

Key Takeaway

Marketing localization is about influencing buying decisions. And for content to sell, it often needs not to be translated, but recreated in another language.

See how we structure this process.