Marketing Content Translation for Hootsuite
Replacing a translation process that frustrated local teams with one that hit content goals month after month.
Hootsuite needed marketing content translated into five European languages, but quality in German and Italian was falling short. Brightlines won a competitive pitch with 100% approval from every local team, then delivered 270,000+ words of content with a team of 12 translators and copywriters.
The challenge
Hootsuite produces marketing content for multiple European markets. Their previous translation partner operated in a different time zone, which meant slow response times and delays that disrupted content schedules. French was serviceable, but the German and Italian teams were consistently unhappy with quality. The translations did not express the meaning and nuance of the original copy, and local teams spent time fixing or rejecting work rather than publishing it.
For a platform that depends on timely, high-quality content to drive engagement across markets, unreliable translation created a bottleneck. The content team could not plan with confidence, could not hit publishing targets and could not trust what came back without extensive review.
Our approach
Hootsuite ran a rigorous selection process, narrowing the field to two agencies. The final test was practical: both translated the same content into every required language, and Hootsuite shared the results with local teams for blind review. Brightlines received 100% approval from every market.
Two years into the partnership, we deliver marketing content across Hootsuite's five European languages on a rolling basis. A dedicated team of 12 translators and copywriters works on the account consistently, so the brand voice stays stable. Local teams no longer need multiple review rounds because the quality is right at first delivery, which means Hootsuite can plan content schedules with accuracy and hit targets month after month.
What we delivered
- 270,000+ words of marketing content translated across five languages
- Dedicated team of 12 translators and copywriters assigned to the account
- 100% local market approval in competitive blind test before appointment
- Rolling content delivery aligned to Hootsuite's European publishing schedule
- Multi-year ongoing partnership
The outcome
Translation went from a bottleneck to a reliable part of Hootsuite's content workflow.
- Local teams across all five markets signing off translations at first delivery
- Content planning and publishing targets met consistently for the first time
- Quality checking time reduced significantly, freeing the content team to focus on strategy
- Brand voice consistent across markets, with no drift between languages
How we can help
If your local teams are spending time fixing translations instead of publishing content, the problem is the process, not the people. We deliver marketing content that local teams approve first time, so you can plan with confidence and hit your content goals across every market.
