Transcreation vs Translation: What You Must Know

Let’s say you were looking to translate a marketing campaign and came across the word “transcreation.”

What is it exactly? Transcreation is the process of adapting a message from one language to another, instead of simply translating it.

Sometimes, when you translate text for business or industrial processes, some of the message is lost in translation. That happens because some words don’t make sense or aren’t as commonly used in the target languages, even if they have accurate word-to-word equivalents.

When that happens, you risk harming your company’s image. You can also achieve poor results and waste money when entering a new target market.

That’s where MotaWord’s transcreation services come in handy. We don’t just handle official translations and localization, but also several types of transcreation.

In this article, we’ll go over everything you need to know about transcreation. We’ll go over the differences between transcreation, translation, and localization, and much more. If you’re not sure of what you need between these three, this article is exactly what you need. Let’s get right into it!

What Is Transcreation?

Transcreation is more than just translating words, it’s the process of adapting a message from one language to another while preserving its intent, tone, style, and emotional impact. People are often surprised to learn that transcreation is much closer to copywriting than traditional translation. It’s also slightly similar to localization.

The definition of transcreation combines “translation” and “creation.” It’s about reimagining content so that it resonates just as powerfully in the target language as it does in the original.

This means considering cultural context, humor, idioms, imagery, references, and even color associations that might shift from one region to another. Companies globally constantly use transcreation whenever they try to enter a different market in a foreign language. It has a special impact on marketing campaigns, where it can make huge differences in terms of KPIs and ROI.

Understanding the meaning of transcreation is especially important for marketers, advertisers, and global brands. When entering a new market, word-for-word translations often fall flat.

There’s also content transcreation, which makes sure your content, whether it’s video or written content, connects emotionally with the local audience just like it did at home. Of course, it’s much more effective when you apply it in conjunction with SEO localization and translation. Whether it’s a slogan, product description, or ad campaign, transcreation ensures that your audience not only understands the message but feels it.

Transcreation vs Translation: Key Differences

At first glance, translation and transcreation might seem similar. They both involve taking content from one language and expressing it in another. But when you look closer, the differences are clear.

• Translation focuses on accuracy. The goal is to convey the same information in a different language, preserving the meaning and structure as much as possible. It’s perfect for technical manuals, legal contracts, or academic documents where precision matters more than tone or style.

• Transcreation, on the other hand, is about impact. It’s used when the goal is to evoke the same emotions and reactions in the target audience as the original did. That often means rewriting parts of the message, changing imagery, or finding culturally appropriate alternatives.

Here’s a more in-depth comparison table between translation, transcreation, localization, and transcription.

Here’s a transcreation example: The classic “Got Milk?” slogan

That works in the U.S., but translating it literally might not have the same impact in another language. A transcreator would craft a version that speaks to local culture, maybe focusing on health benefits, family values, or humor, depending on the region. For accurate transcreations, it’s necessary to do full market research campaigns, buyer personas, and more.

It’s basically creating a whole new marketing campaign, but taking special efforts to accommodate cultural differences.

Why Transcreation Matters in Global Marketing

When brands expand internationally, the biggest challenge isn’t the language barrier; it’s the cultural one. That’s where marketing transcreation becomes essential. It’s not just about translating ad copy or product descriptions; it’s about reimagining them so they resonate with a completely different audience.

A literal translation might miss cultural nuances, humor, or emotion. Worse, it could even offend or confuse. Countless global campaigns have failed because something didn’t land the way the brand expected. Marketing transcreation prevents those mistakes. It helps brands maintain their voice while adapting their message for local markets. When done right, it builds trust, creates emotional resonance, and boosts brand loyalty.

This is why companies turn to expert transcreation services. A good transcreation team understands both the source and target cultures, ensuring your campaign feels native to every audience you reach. In today’s global marketplace, that level of cultural fluency isn’t just helpful—it’s a competitive advantage.

Real-World Transcreation Examples

Top global brands don’t just translate—they adapt their messages with care, using content transcreation to connect with local audiences on an emotional and cultural level. Here are some strong transcreation examples in practice.

1. Coca-Cola’s Ramadan Campaign

Instead of reusing a Western campaign in the Middle East, Coca-Cola created a heartfelt Ramadan ad focusing on togetherness and generosity during Iftar. The visuals, music, and even the pacing were adjusted for local audiences, all while keeping Coca-Cola’s brand voice. This is content transcreation done right—respecting cultural values while reinforcing brand identity.

2. Nintendo’s Game Adaptations

Nintendo, a leading Japanese brand, doesn’t just translate its games—it transforms them. Character names, game titles, and jokes are localized for emotional impact. The game “Dōbutsu no Mori” became “Animal Crossing” in the West, and culturally specific holidays were replaced with ones that made more sense to international audiences. It’s a prime example of content transcreation in entertainment.

3. McDonald’s Menus Around the World

McDonald’s uses content transcreation to make its menu feel local while staying true to its brand. In India, it offers the McAloo Tikki burger—a vegetarian option tailored for local dietary preferences. In Japan, you might find a Teriyaki Burger or Ebi Filet-O. The names, marketing, and even colors are culturally adapted for better appeal.

These examples prove that content transcreation isn’t a luxury; it’s a necessity. When brands invest in it, they create stronger, more authentic connections with their audiences across the world.

Why MotaWord Is the Leading Transcreation Agency

When it comes to global communication, precision isn’t enough. That’s why so many international brands trust MotaWord as their go-to transcreation agency. At MotaWord, we don’t just convert words from one language to another, we reimagine your message for a new audience. Our transcreation services combine native-level language expertise with creative insights from our expert marketing team.

From taglines and ad copy to entire brand campaigns, MotaWord delivers work that resonates. Whether you're launching in Tokyo, São Paulo, or Paris, we adapt your content so it hits the mark every time. If you're looking for a reliable, fast, and culturally aware transcreation agency, MotaWord is the partner your global brand deserves.

FAQs About Transcreation

Q: Is transcreation only used for marketing materials?

A: While it’s most commonly used in marketing, transcreation can also be applied to video game dialogues, movie subtitles, website UX copy, and even political speeches—anywhere emotional or cultural nuance matters.

Q: Can AI tools handle transcreation?

A: AI can support parts of the process, but true transcreation relies heavily on human creativity and cultural insight. It's not just about translating text—it's about making creative decisions a machine can't reliably make.

Q: How long does a transcreation project usually take?

A: It depends on the project scope and complexity. Since transcreation involves creative rewriting, brainstorming, and sometimes collaboration with marketing teams, it can take longer than standard translation.

Q: What does a transcreator actually do?

A: A transcreator is usually a native speaker with a background in writing, marketing, or advertising. They combine language skills with cultural fluency to recreate messages that spark the same emotional response in another language.

Q: Can I request multiple transcreation options for the same content?

A: Definitely. Many brands ask for 2–3 variations to choose from or test with their audience. Since transcreation is creative work, multiple directions can be helpful.

Q: How is the cost of transcreation calculated?

A: Pricing is usually based on project complexity, creative requirements, and not just word count. Some agencies charge by the hour or per campaign instead of per word. Reach out to our team to find out the cost of your project.

Inspire with Transcreation, Don’t Just Translate

Word-for-word translations simply aren’t enough when you want to help people feel specific emotions. To truly connect with international audiences, your message needs to be reimagined, not just translated. That’s where MotaWord’s professional transcreation services come in. By investing in transcreation, you’re creating emotional resonance, cultural relevance, and authentic engagement. It’s how brands move from being understood to being felt.

Whether you're launching a campaign in a new country or adapting your brand voice for a diverse audience, the right transcreation service can make all the difference. Let MotaWord turn your message into a global story that resonates. Contact our transcreation service team today.