Capturing regional voices for Netflix

Challenge

As Netflix was expanding its audience in the Middle East, they encountered challenges with localizing film and series titles, descriptions, and marketing content in a way that would resonate with Arabic speakers from a linguistically diverse region.

Approach

Netflix came to us looking for a smaller and more flexible partner that could provide quality, creativity, and collaboration. We grew our project management and vendor management team in Egypt and recruited the most talented copywriters and transcreation specialists – all with experience in film and media – from across the Middle East to ensure we were representing a wide range of Arabic regional variants. All applicants underwent extensive testing, training, and ongoing evaluation.

Key improvements

1. Highly creative transcreation
2. Variety of regional dialects
3. 18-hour availability
4. Streamlined project management

Results

In addition to providing creative and culturally-nuanced content, we also developed our partnership by providing feedback to Netflix on how they could improve workflows for all localization partners through automations and integrations, thus minimizing the risk of human error while also reducing the effort needed to keep information centralized, visible and up to date. These integrations allowed more streamlined project management with clear task ownership and better planning, monitoring, and forecasting.

“Where do I start? I partnered with Jill and her team over the past two years. From truly taking the time to understand our business needs to scaling a program to meet our localization efforts, Jill and her team espouse many of the core values that drive our business at Netflix - curiosity, passion, inclusion, innovation, and impact. I couldn’t recommend Jill, her team, or Multilingual Connections more!”

Globalization Vendor Manager, NETFLIX