Fintech · Pan-African Advertising
WhatsApp & USSD UX localization
- Challenge
- A borderless payments platform's WhatsApp onboarding flows and USSD menus were driving signups but losing users at critical activation steps across Africa.
- Strategy
- Localized and risk-routed every WhatsApp message and USSD menu string into 13 languages, matching native payment terminology and USSD's terse character limits instead of literal translation.
- Result
- User drop-off fell 30% post-launch.
How this ran through the engine
The tier split below is illustrative, shown to demonstrate the process; the result above is what shipped.
Generate
WhatsApp message variants and USSD menu strings generated across all 13 languages at once, inside USSD's own character and screen-depth limits.
Route by risk
Payment terminology and regulatory claim language, "guaranteed," "instant," rate disclosures, are exactly the claim-dense signal the engine is built to flag, pushing hard toward Needs Rebuild.
Review
Native financial-services linguists review every string flagged Needs Rebuild for regulatory accuracy in that market, not just phrasing, before it reaches a live USSD menu or WhatsApp flow.
Deliver
Exported mapped straight into the WhatsApp Business API and each mobile network's USSD gateway.
Gaming · Real-time SEM
Always-on social media copy; patch notes, supporting copy, on-asset copy, ad copy transcreation
- Challenge
- Two AAA publishers needing same-day social copy, patch notes, and on-asset copy live for always-on cultural moments and drops across 17 markets.
- Strategy
- An always-on, high-speed content engine matching native social voice and the slang and pop-culture context of each local market across patch notes, supporting copy, on-asset copy, and ad copy, not a literal translation.
- Result
- 60%+ sustained positive community sentiment toward the campaigns.
How this ran through the engine
The tier split below is illustrative, shown to demonstrate the process; the result above is what shipped.
Generate
Patch notes, social captions, on-asset copy, and ad copy variants generated same-day across all 17 markets, ready inside each source market's own working day.
Route by risk
Slang and pop-culture references tied to a drop or event are exactly the channel-sensitivity signal the engine weighs heavily; most get flagged Needs Polish, straightforward patch-note copy clears On-Brief fast enough to matter same-day.
Review
In-market community and social specialists handle everything flagged Needs Polish or Needs Rebuild, people who post this way themselves, not a patch note translated line by line from English.
Deliver
Pushed straight into each studio's social channels and in-game asset pipeline, live inside the same working day as the drop.
Retail · National Meta rollout
Radio & TVC campaign script adaptations & in-studio language direction
- Challenge
- A hyper-growth retailer needing radio and TV campaign scripts to resonate across South Africa's diverse demographic landscape, in every official language, at once.
- Strategy
- Transcreated a single campaign brief into radio and TVC scripts across all 11 official South African languages simultaneously, with in-studio language direction keeping delivery, pacing, and tone consistent take after take.
- Result
- 24-hour campaign turnaround, with one unified creative voice.
How this ran through the engine
The tier split below is illustrative, shown to demonstrate the process; the result above is what shipped.
Generate
One campaign brief generated into radio and TVC scripts across all 11 languages in the same pass, not 11 separate handoffs.
Route by risk
Brand-voice consistency across that many languages and a single studio session is a Needs Polish-heavy problem, not a Needs Rebuild one; the risk isn't regulatory, it's whether the campaign still sounds like one brand by the eleventh language and the eleventh take.
Review
One locked glossary and brand-voice guide keeps every reviewer, and every in-studio language director, correcting toward the same target instead of 11 independent interpretations.
Deliver
One synchronized push to production and in-studio direction across every language and placement, not a staggered rollout that lets the earliest language set the tone.