Success
stories
Integrative content localisation: the case of Surfshark
Challenges
1.
The Content Challenge: Surfshark’s localisation needs encompassed a wide range of user-facing content, including software interfaces, website, marketing assets, PR communications and more. This demanded not mere translations, but a comprehensive pre- and post-assessment of content from technical, linguistic and sociocultural perspectives. The company also required fast turnaround for software updates and additional services for marketing materials such as multilingual SEO translation and keyword research/adaptation.
2.
The Technology Challenge: As a globally minded company, Surfshark aimed to incorporate automated, scalable translation processes and a centralized content management system across multiple languages. At this stage, they were searching for a localisation partner to seamlessly integrate into their workflows and help achieve a higher localisation maturity level.
3.
The Vendor Challenge: For the requested 16 key languages and additional pairs as needed, Surfshark required translators and reviewers trained to work with certain technology, ready for frequent localisation tasks and updates, and competent in subject matter and cultural advisory.
4.
The QA Challenge: Maintaining the highest quality across multilingual content was essential for Surfshark’s global appeal. Keeping an eye on the style and terminology, handling feedback and exchanging information between teams – these efforts had to be combined into one integral workflow to produce translations perfectly fit for Surfshark’s clients around the world.
Solutions
Technological integration: The integration between TOFT International and Surfshark was settled via Crowdin, a cloud-based localisation management system. This technological solution streamlined project administration for both teams. Surfshark can now submit content to a unified system, where the tasks are automatically assigned to appropriate translators under the supervision of a dedicated project manager at TOFT International.
Linguist network: Leveraging our network of linguists, we created a pool of industry-competent, pre-approved translators to ensure Surfshark receives premium-quality translations. TOFT has also provided linguists with training to master Crowdin and established open lines of communication for problem-solving, maintaining reliable long-term relationships and minimizing any glitches or downtimes.
Consistency and quality control: Consistency and quality control have been improved thanks to the full integration between TOFT and Surfshark platforms, which enables smooth revisions and direct communication with translators and localisation managers/marketers/programmers working on a project. All essential information, including translation memories (TM) and glossaries, is now stored in one system, making it much easier to ensure and monitor the consistency of Surfshark’s multilingual content, as well as handle feedback from country managers.
Localisation performance measurement: Collaboratively, we established a procedure to measure Surfshark’s localisation efforts across different markets. Every quarter, the dedicated TOFT project manager prepares a Linguistic Quality Assessment for each of the 16 key languages. These reports aim to monitor the performance of linguists and languages, identify strengths and weaknesses in each locale, suggest improvements and provide updates on the general brand localisation status, new linguistic resources, team changes, etc.
Results
1.
Enhanced efficiency: The integration via Crowdin allowed Surfshark to streamline their localisation workflow, reducing the turnaround times for translations and software updates. This automation also minimized administrative overhead, allowing the team to focus on core business activities.
2.
Improved quality: The use of pre-approved translators, along with their training and oversight, ensures high-quality translations. Linguistic Quality Assessments highlights areas for improvement, leading to consistent enhancements in translation accuracy and cultural relevance.
3.
Greater consistency: The centralized storage of TMs and glossaries in Crowdin ensures consistency across all translated content. This not only improves the user experience across different markets but also strengthens Surfshark’s brand voice globally.
4.
Strong partnership: The collaborative approach between Surfshark and TOFT International fostered strong working relationships, ensuring ongoing support and adaptability to meet evolving localisation needs.
Client: A B2C
e-commerce company
Client’s needs
1.
Approximately 1,000,000 words in website text and product descriptions to be translated into Lithuanian, Latvian, Estonian, Polish and Russian.
2.
3.
Cost-effective extraction of texts from the website and uploading translations back onto the website.
4.
Solutions
According to the client’s needs, the website is linked to the translation system with an application programming interface (API).
All the texts that need to be translated are forwarded to the translation system without any additional work from the client or the website developers.
Using the website interface, the translated texts are also uploaded back onto the website without any additional work.
When the client adds new products to the website, their descriptions are transferred to the translation tool, translated, edited, and returned to the website.
Results
1.
Using the API, extracting texts from the website and uploading the translations does not incur any additional costs for the client.
2.
This service continues to be provided free of charge for the translation of new product texts.
3.
By optimizing text extraction and uploading, we were able to offer much better turnaround times.
4.
Challenges
1.
The Content Challenge: As Deeper’s products gained worldwide popularity, the company urgently needed to localise extensive materials, including technical documentation (user manuals, patents), legal materials (Terms and Conditions, Privacy Policy under GDPR), marketing assets (website, advertisements, campaigns) and user interfaces (app and web platform). To ensure seamless and consistent adaptation to each market’s culture and terminology, it was necessary to develop glossaries and style guides for each language.
2.
The Technology Challenge: At their current localisation maturity level, Deeper lacked automated solutions for translation management. As a result, both website materials and user interface texts were translated by submitting separate documents. Instead, they needed technology that would allow them to update existing documents with new content to enhance speed, quality and cost efficiency of localisation process.
3.
The Vendor Challenge: Different types of content demanded specialized skills and experience from translators. A dedicated hub of translators was needed, comprising individuals with technical backgrounds, legal expertise and marketing proficiency, capable of creating a consistent and compelling brand narrative across 22 languages (previously 14).
4.
The QA Challenge: As with most international brands, maintaining high quality of multilingual content can be challenging without the centralised translation management system. Although Deeper had a supportive angler community to review translations, they needed an optimized solution for consistent quality checks and problem solving.
Solutions
After analysing the client’s expectations and needs, a team of native-speaker translators and proofreaders with relevant skills was assembled and have been working consistently with this client for more than seven years now.
The glossaries and style guides developed for each language help maintain consistent terminology and brand voice across all translated content.
Translations are handled and performed using a cloud-based translation management system, which not only allows linguists to create translation memories and use consistent terminology but also makes translations faster and cheaper. The live comments feature enables linguists to share information with each other and with Deeper teams to swiftly resolve issues.
With this solution, Deeper can easily submit new texts and download completed translations. Separate files do not need to be sent because all involved in the project (the client, project manager, translators and reviewers) use the same platform. This means that we can complete translations and deliver them to the client faster, smoother and with easy accounting.
Results
1.
A well-established project management process that includes all steps from content preparation, linguist search and technology optimization to actual localisation and quality assurance.
2.
An optimised cloud-based translation management system that reduces translation costs and allows effective control of the workflow, consistency and accounting of the entire localisation process.
3.
A hub of competent linguists capable of meeting Deeper’s localisation needs in over 50 locales, both technically and creatively.
4.
A strategic approach to localisation that helps Deeper adapt their products and content effectively to existing and emerging target markets.
Testimonials
TOFT helped Deeper to develop a new localisation workflow with decent TAT and high-quality translations. It’s a joy to work with such a team of professionals!
Justina Kuprienė, Localisation Project Manager at Deeper
We’ve had the pleasure of collaborating with your company for quite a while now, and one thing that stands out is your consistent punctuality. No matter the deadline, you will always deliver on time!
The team is not only reliable, but also incredibly professional. The quality of the translations is top-notch, and your teams put a lot of effort into understanding the context and nuances of the content you are working on. Highly recommended!
Indrė Čeberkaitė, Social Media Projects Manager, Devbridge | a Cognizant Company
TOFT continuously showcases stellar expertise and has proven time and again to be a valuable, understanding partner in a variety of translation and localisation projects that we embark on.
Dovilė Končienė, Localisation Manager at NordPass