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LEAP helped TikTok and their creative agency AKQA Amsterdam deliver their International Women’s Day campaign to a global audience through transcreation, localisation and versioning services.

The majority of users and creators on TikTok are women. This makes International Women’s Day an opportunity for brand growth as well as celebration. The #WomenOfTikTok campaign shows TikTok trailblazers challenging stereotypes of gender, race, religion, and disability. Campaign messaging encourages users to find diverse, inspiring women on TikTok. To make it resonate with global audiences, they commissioned LEAP’s integrated production teams.

First, LEAP needed to find the right words and international voices to represent the brand in local markets. LEAP’s Language and Culture team worked with their global network of copywriters to provide translations and transcreation for scripts and on-screen text in Spanish, Italian, French, Arabic and German. Local market experts, guided by Transcreation Account Managers, considered the nuances of audience, platform, culture, and language to craft the copy and make it truly resonate with TikTok’s core GenZ markets worldwide.

LEAP also handled casting, recording and audio mix sessions. They selected women in local markets who could communicate the brand message with confidence, energy and authenticity to a diverse audience within each local market. LEAP provided in-market voiceover directors overseen by transcreation account managers to create a smooth workflow which maintained accuracy, effectiveness and cross-market consistency.

LEAP’s Film and Post team worked closely with the ad agency’s designers and producers to online edit the master creative as well as localise the videos for five language markets. LEAP’s Digital Studio produced multiple banner formats for eight languages including Arabic, Turkish and Urdu.

LEAP’s collaborative and agile approach allowed complete control over the production and versioning process. This fostered a fast and flexible response to unexpected changes to the creative and media plan prompted by Russia’s invasion of Ukraine. LEAP’s facilitation of client liaison and sign off also helped to consolidate the agency and client relationship.

#WomenOfTikTok launched on International Women’s Day 2022, showcasing the platform as an inclusive, welcoming space. LEAP was proud to help deliver a powerful global campaign with local resonance.