With its multifunctional Thermomix kitchen appliance and innovative Kobold vacuum, Vorwerk is the Porsche of household gadgets. Customers all around the world swear by its products to make life at home easier and more fun. But Vorwerk doesn’t just want to make lives easier with Thermomix and Kobold: it also wants to create an enthusiastic global Vorwerk community. To achieve this, the family-run company turned to Supertext in 2018 to provide copy and translations for a range of markets, teams and formats.
Translations and creative copy from a single source
Supertext is supporting the innovative company with everything from made-to-measure app translations and persuasive claims to multilingual newsletters and localized training documents for the global sales team.
Quality is key for Vorwerk, so in addition to translations and transcreations, Supertext also provides content for individual markets. These projects allow the language services provider to exercise not only its linguistic flair, but also its extensive cultural expertise.
Multilingual texts for a global audience
Supertext works in 33 different languages for Vorwerk, from global heavyweights such as English, Chinese and Arabic to smaller tongues like Czech and Icelandic. As a creative language services provider, Supertext offers the company a wide range of translation and copywriting services from a single source – the perfect solution for its international sales strategy.
Cultural idiosyncrasies: every market is different
A clean home and a little help in the kitchen are common desires all around the world. But every market has its idiosyncrasies. That makes localized marketing campaigns and web content all the more important – especially when it comes to a personal topic like one’s own home.
For example, in May 2020, Vorwerk approached Supertext with a copywriting project for its global website: it wanted to revamp the Thermomix’s English-language web presence. The focus needed to shift from hard facts and tech specs to the lively brand philosophy. Supertext soon found the perfect copywriter – a native speaker with a background in marketing – in its broad freelancer pool. The aim was to create headlines and claims that made readers happy and reminded them of spending relaxed time at home with their loved ones, cooking together and being part of a worldwide community. The successful conclusion of the project once again made it clear that an international brand strategy requires local specialists.
Cover image via Vorwerk