Boosting GEO Traffic via Cultural Transcreation

Oral Care leader

Boosting GEO Traffic via Cultural Transcreation

How a multi-brand giant engaged local audiences in 69 markets by adapting more than just words.

The US-Centric Bottleneck

This global hygiene giant faced a common problem: they had a massive library of high-quality content on their US website, but it was invisible to international audiences.

Simply translating these articles wasn't working. Why? Because a medical claim valid in New York might be illegal in Sydney, and a lifestyle photo featuring a US family doesn't resonate in Riyadh.

The operational reality was chaotic. To localize a single article, the central team had to coordinate three different agencies (SEO, Strategy, and Translation) via email. They were manually extracting content from Adobe Experience Manager (AEM) into Excel files.

+21%

Organic traffic

69

Market deployed

5

Group brands

100%

SEO compliance

From Translation to Transcreation

The Group chose Wezen to replace manual translation with a centralized Transcreation Factory. The goal was not just to convert languages, but to adapt the brand narrative for cultural and legal reality.

01

Native Adobe (AEM) Integration

We stopped the "copy-paste" madness. We installed a native connector directly into Adobe Experience Manager. Now, content flows automatically from the CMS to Wezen and back. No more Excel files. No more manual integration errors.

02

Deep Cultural Adaptation (Transcreation)

Wezen configured a workflow specifically for high-impact content. Linguists don't just translate; they adapt.

Scientific Sources: Agents replace US medical references with localequivalents (e.g., citing the French Sécurité Sociale instead of the FDA).
Article format: following local scientific sources, agents may reshape thearticle and better engage with their local audience.

03

A 3-Agency Handshake

Wezen became the central hub connecting all partners. The SEO agency inputs keywords directly into the platform. These keywords appear in the linguist's interface as mandatory terms. The Strategy agency validates the brief, and the Translation agency executes. All in one tool, with zero emails.

A Blueprint for the Whole Group

The project didn't just fix a workflow; it unlocked growth (21% the first year). Other brands in the group then joined the program.

Local Market Trust

Subsidiaries that previously ignored central content are now actively requesting more. They have regained confidence in the brand's ability to speak their language.

Group-Wide Expansion

The success was so evident that the Group expanded Wezen beyond Oral Care. Today, the platform orchestrates content for the entire portfolio, including Pet Nutrition and Dermocosmetics.

SEO Dominance

With 100% of SEO keywords enforced by the system, the brand has solidified its position as the #1 educational reference for oral hygiene globally.

Multi-Brand Scalability

The process is now replicated for 5 other group brands, managing everything from product descriptions to newsletter campaigns.

Trusted by leading

brands worldwide

Fragrance & Beauty

Content Factory DirectorE-retail

Operating across 20 markets, the group faced a monumental logistical challenge: maintaining the distinct "DNA" of each brand while producing thousands of assets for a fragmented digital world.

Oral Care

Global Marketing DirectorInternational Marketing

To localize a single article, the central team had to coordinate three different agencies (SEO, Strategy, and Translation) via email. They were manually extracting content from Adobe Experience Manager (AEM) into Excel files.

Watchmaking Leader

Digital IT DirectorDigital Communication

This iconic Swiss manufacturer pursues a central ambition: perfection. Managing its editorial voice, however, requires coordinating internal linguists and a vast network of external freelancers.

Luxury Maison

Digital DirectorE-commerce

The brand needed to migrate and localize millions of words for a strict February deadline. Their existing process was manual and fragmented, costing over €500k annually in translation.

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