A personalized process: adapting over 10,000 items of content
In a constantly evolving market, consumer brands like those of the Henkel Group need to communicate effectively with their consumers.
The challenge is enormous: how to localize over 30 360° campaigns in 40 European markets, while optimizing processes and costs, and guaranteeing quality for such a large volume.
The main challenges
- From a fragmented organization to a centralized process
Until 2023, each country handled localization independently with local studios, which had a number of limitations:
-Campaigns produced at international level but poorly exploited at local level
-Decentralized budgets that were difficult to controlLack of visibility and transparency on assets used.
Our solution:
We know that one size does not fit all. With Henkel, the process was co-constructed to adapt perfectly to our needs.
-Identified contacts at 87seconds to advise you throughout the implementation of the process.
-Regular workshops with recommendations for continuous process improvement
-Monthly reporting on performance and production volumes
-Reduced costs by pooling resources
-Shortened production lead times for rapid delivery
-Total control over content quality and consistency
2. Tight deadlines and large volumes of assets
Large-scale localization involves more than simply translating assets into the required languages. It also means coordinating all requests. With over 40 countries, 30 campaigns, and between 50 and 100 assets per campaign, the challenge is to ensure rapid delivery to all countries, even under tight deadlines, and with incoming requests on a daily basis.
Our solution:
-A dedicated platform for incoming requests, with a brief template and visibility of the status of your request at all times.
-A project management team with expertise in localization issues for Henkel brands: you can be sure of receiving a response in less than 1 hour.
-A team adaptable to volume: the size of our team adapts to peak workloads throughout the year.
A process combining technology and human expertise
Henkel and 87seconds meet this challenge by localizing and adapting content for over 40 European markets. Thanks to our expertise in transcreation and an optimized production process, we guarantee smooth, consistent execution.
3. A multiplicity of formats to localize
With such a broad scope, there are many points to consider:
-Each type of asset must meet specific technical requirements: TVC, Digital, Social Media, DOOH.
-Each campaign and brand has its own well-defined identity and visual standards: from fonts to visual effects, everything must conform to the international campaign.
-Each country has its own specificities: text length, alphabets, legal constraints, etc.
Our solution:
A team of over 100 experts in project management and post-production, trained in Henkel brand issues:
-Project and traffic managers
-VFX, 3D, motion designers
-Multi-format editors
-Technical experts (formats, safe zones, etc.)
-Quality control team
-Sound designer
-IA experts (voice-overs)
-TV delivery coordinators
Thanks to this unique collaboration, 87seconds took on this challenge with Henkel: the localization process was built hand-in-hand and tailor-made, adapted to needs and scalable. Since 2024, 87seconds has been responsible for the centralized post-production of all Henkel assets in Europe for all campaigns, with over 12,000 assets produced.
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