LEAP Provides Flawless Localisation Services Through Lockdown

The Finishing Touch Flawless brand leads the American market for women’s electric hair removal products, and they are sold in more than 30 other countries. Church & Dwight, brand owners since 2019, wanted British audiences to connect with their product range. They commissioned LEAP’s integrated production teams to look after the transcreation and versioning of their UK social media marketing campaigns.

Work on these campaigns began at the start of lockdown. Fortunately, LEAP’s major investments in secure virtual server technology and producer-managed, remote editing workflows ensured continuity of service.

The brand owners provided LEAP’s Film and Post team with the American commercials for Finishing Touch Flawless Facial Hair Remover and Finishing Touch Flawless Brows. Mindful of the social platforms’ rules on the advertising content of beauty ads, the team worked closely with the clients to craft two series of short ads for YouTube, Twitter and Instagram. As an added service, LEAP’s digital consultant set up the brand’s UK YouTube and Twitter channels.

To ensure that the videos would resonate in the local market, LEAP’s specialist copywriter re-wrote the scripts while their producer cast a British voiceover artist to fit the brand. Despite lockdown restrictions, VO recording was still able to take place in a properly calibrated recording studio. Making use of video conferencing apps, LEAP producers and brand clients were able to join the session remotely. LEAP’s usual audio post-production partner created the sound mix to meet the technical requirements of the media platforms, thus maintaining high standards and lockdown compliance.

Despite the easing of lockdown restrictions and the eventual re-opening of beauty salons, many shoppers were still seeking beauty treatments they could use in the comfort of their own homes. Church & Dwight thus re-commissioned LEAP to revise some of the best-performing ads to incorporate new ‘at home’ messaging and graphics. They also added a new product, Finishing Touch Flawless Dermaplane Glow, to the roster. LEAP used the American infomercial to begin the adaptation and versioning process anew.

LEAP delivered this new raft of content to the client’s social media agency, Wavemaker which set the media plan into action. LEAP continue to work with Church and Dwight on transcreation and versioning for many of their personal care brands which also include Waterpik.