It’s Valentine’s Day again in the United States and Europe. During this time of the year, we always receive requests from clients to translate marketing campaigns about the date. The thing is, we celebrate it in June in Brazil!

The idea of establishing the date in June 12th came from the adman João Doria, father of the current governor of São Paulo. June was chosen because it used to be a slow month for sales. Today, the ‘Dia dos Namorados’ is the third most important date of the year for commerce, coming just after Chritsmas and Mother’s Day.

That said, adapting marketing content about Valentine’s Day for the Brazilian market might be a waste of time, and money 🤑 But, as in everything, context is essential.

We advise our clients to ask themselves a few questions.

🤔Shall I release the same campaign in Brazil in June?

🤔Is my target audience based in Brazil, or do they live abroad? This is very relevant for brands like Facebook, Uber, Tinder and alike, which provide their content in all languages, even for users that don’t live in their home country.

Did you know about that?

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