IHG, a global leader in hospitality, sought to elevate the user experience for non-English speaking markets across the Middle East and Asia Pacific. Recognising the need to cater to diverse cultural expectations, they embarked on a project to localise both their website and mobile loyalty app. The initiative had two key objectives: first, to ensure precise translation and cultural adaptation of content, capturing the unique language nuances of each market; second, to optimize the user experience by refining the design, layout, and interaction flows to align with regional preferences, all while maintaining IHG’s global brand identity and tone of voice. This approach was designed to deliver a seamless, intuitive experience that connected with users on a local level without compromising the integrity of IHG’s renowned brand.
Our team embarked on a comprehensive localisation of digital assets across seven languages, addressing content translation and functional user experience improvements for both website and mobile app interfaces. This undertaking involved not just the adaptation of the copy to resonate with each language’s cultural context, but also a strategic overhaul of UX design to align with diverse market preferences. A dedicated team of localization specialists and UX designers was deployed, working in tandem to produce ‘Master Audit Documents’ that guided precise and culturally attuned enhancements, tiering the order in which they edits should be implemented.
We were engaged to help launch a NYSE-listed tech brand to support their growth in Japan. At this stage, there were only a few employees in Japan with aggressive growth ambitions. Our team acted as an extension of the organisation, hitting the ground running while working the with US based global team, the regional team in Singapore and the local sales team on the ground in Japan.
Our team supported with localisation of the global website, advising the Singapore and US-based team on the best approach and how to successfully enter the market in Japan in addition to the marketing strategy/activation.
An NYSE-listed global SaaS company entered the Japanese market in 2021. They wanted to build brand awareness and associate the brand with virtual event solutions through popular online channels in Japan. In addition to website localisation, we also utilised a range of media to quickly create awareness through search, display, social platforms.
Through a focus on the optimisation of multi-channel paid media campaigns, (which continually applied the learnings from the channel, audience and content performance), we were able to generate a 64% increase in leads for the client over a 4 month period.
Kindred’s user-centric approach is backed by data science. Using the latest methods and technology, we can share your message far and wide – connecting your brand deeply with people and places that may have once seemed unreachable. We build a compelling and consistent user-centric narrative across a complex and competitive digital landscape. Find out why Kindred can scale your business faster.
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