Company: Lionbridge, Waltham, MA
Company Description: Lionbridge partners with brands to break barriers and build bridges all over the world. For 25 years, we have helped companies connect with their global customers and employees by delivering translation and localization solutions in 350+ languages. Through our world-class platform, we orchestrate a network of experts across the globe who partner with brands to create culturally rich experiences.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year
 Nomination Title: Lionbridge Games Re-Brand
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Attachments uploaded.
Re-Branded Wesbite URL: https://games.lionbridge.com/
Video URL: https://share.vidyard.com/watch/x72d4X31R1udQpDTxDVSmX?
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 12, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 243 words used.
Our vision was to modernize the brand for our games sector to align with our customers. Previously, the Lionbridge Games branding was corporate, did not “speak” to the gaming community, and conveyed a different message from that of our customers/prospects. The brand needed to be attractive to highly visual games enthusiasts. We needed animation, visual cues, and content that promoted authenticity and credibility.
We evolved our presence from a single web page within the website of our flagship company to a complete rebranding of the games vertical including a new 13-page website and 29 new pieces of content to showcase our robust service lines and global footprint.
We increased our global presence by providing content in the language of our audience by localizing in ten core languages. There was an opportunity to rank for specific key topics. By creating 50% more content than the previous year and translating it, it boosted our online visibility. We transcreated the content and performed SEO specifically for each market which maximized the search opportunity in our key markets.
We created a new brand identity, new iconography suite and microsite along with content that supported each service offering on the microsite. Not only did we need to create the content for each page of the microsite, we also created supporting content to provide additional resources to our viewer. This content was in the form of videos, blogs, infographics, whitepapers and ebooks. All of these assets were SEO optimized.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 223 words used.
The creativity behind the brand was to create an immersive gaming environment and invent a world in which the user felt as though they had entered a game when arriving on the website or digesting the content. The design has a choose your mission approach where characters align to each service offering. The messaging uses language similar to a game interface.
To maximize impact for visitors, we designed an enhanced parallax hero on the homepage. Rather than just providing depth by scrolling the artwork as users scroll down the page, we added a video layer to mimic an in-game experience that also scrolls with the parallax. Every element has a game undertone through interactive elements and animated effects.
By creating a separate and distinct website that functions as a repository for content, each line of service in the game’s vertical is now fully represented and we have room to expand our content. The UI/UX experience is more robust than it was on the Lionbridge site and differentiates us from our competitors.
To exemplify the Lionbridge mission to localize all content, all content on the rebranded website has now been localized into German, Spanish, French, Italian, Korean, Japanese, Simplified and Traditional Chinese, and Swedish. We transcreate the content and performed SEO specifically for each market which maximized the search opportunity in our key markets.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 246 words used.
We have seen increases in website performance, content downloads, Most Qualified Leads (MQLs), and customer acquisition campaigns. Our MQLs saw a 66% increase (comparing the previous year to the last 90-day average).
Two of our most important indicators have dramatically improved. In the 3 months since the rebrand, we saw:
-Conversions (form fills and downloads): 6x increase compared to the previous 3 months
-Visits: 2x increase compared to the previous 3 months
We started to promote the site on paid social, display, and paid search channels with the goal to raise awareness and gain form fills. Within the time frame Nov 2021-Jan 2022, we launched 15 campaigns in 3 languages (English, Korean, Japanese). Specifically:
-Running 8 new campaigns on Paid Linkedin, targeting Europe, Asia and North America receiving 471K impressions, 1522 clicks at a CTR of 0.32%.
-Launched 3 new campaigns on Paid Facebook targeting Korea and Japan, receiving 286K impressions and 377 clicks
-Launched 2 Paid and Dynamic Search campaigns on Google targeting North America, receiving 61K impressions, 2.9K clicks at a CTR of 4.7%.
-Launched 3 sets of Display campaigns targeting North America, receiving 41M impressions, and 5.2K clicks (Early days as we grow our remarketing audience post launch).
Since our rebrand, we have acquired Rocket Sound, an elite provider of voice production and sound services to the gaming community based in LA, and Mouse Power, a German based video game localization provider for some of the world’s biggest franchises.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 181 words used.
We know that boosting our online games presence would put us ahead of our competition and make us the thought leader in game translation and localization.
While redefining the visual look and designing a new logo, we were creating abundant amounts of new content. It was a significant challenge to streamline content while simplifying language, eliminating industry and enterprise jargon, and keeping the identity of the parent company, Lionbridge. Simultaneously, we forged a new games identity adding elements of adventure, fun, and entertainment. Examples of these branded elements and content pieces are included in the attachments.
Although the new branding was embraced with excitement internally, it required discipline from sales and operations to use the new branding and support from marketing. To solve this challenge, we created an easily accessible internal library of assets. This library includes guidelines, messaging, photography, iconography, PowerPoint and Word templates, email templates, meeting backgrounds, social profile graphics, logos, and more. The creation of this library ensures that all materials are using the messaging and visual elements of the rebrand which in turn builds brand loyalty externally.
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