“Charisma on Command” by Charlie Houpert is a popular book that provides readers with insights and techniques to enhance their charisma and social skills. Recognizing the book’s potential to benefit a wider audience, we decided to translate and publish it in Russian. Our goal was to expand the book’s reach and manage its sales and delivery across Russia, Ukraine, Belarus, Kazakhstan, and other Russian-speaking regions.

This ambitious project aimed to maintain the high quality and engaging content of the original book while making it accessible and appealing to Russian readers. We were excited to embark on this journey and bring valuable content to a new market.

Localization Process

The first step in our localization process was translating “Charisma on Command” into Russian. We enlisted professional translators who were not only fluent in Russian but also familiar with the subject matter. This ensured that the translation was accurate and culturally relevant, capturing the essence of Charlie Houpert’s writing style.

Publishing a physical book presented unique challenges. Production and storage costs were significant, and the lack of good dropshipping options in the Russian market at the time added to the complexity. Despite these hurdles, we managed to produce and store the books efficiently.

Challenges and Solutions

Production and Storage Costs

The high costs associated with producing and storing physical copies were a major challenge. We explored various alternatives but eventually decided to hand over logistics to a Russian publisher. This transition allowed us to focus on other aspects of the project while ensuring efficient production and distribution.

Deliverability Issues

Ensuring timely delivery was another significant challenge. By providing tracking numbers and improving our logistics processes, we were able to address these issues and enhance customer satisfaction.

Collaboration with Russian Publisher

To streamline logistics and overcome the challenges of physical book production and delivery, we decided to collaborate with a Russian publisher. This partnership proved beneficial as it allowed us to leverage the publisher’s expertise and resources, ensuring efficient handling of production, storage, and distribution.

Outcomes and Impact

Quantitative Results

Our localization efforts resulted in over 1,000 copies of “Charisma on Command” being sold in the Russian-speaking market. And distribution across 10+ countries, including Russia, Ukraine, Belarus, and Kazakhstan. This success demonstrated the financial viability of localized content and highlighted the potential for further market expansion.

Qualitative Results

The feedback from Russian readers was overwhelmingly positive. Many appreciated the availability of the book in their native language and found the content highly valuable. This enhanced user satisfaction and engagement, further solidifying the book’s impact.

Conclusion

The localization and publication of “Charisma on Command” in Russian was a challenging yet rewarding project. Through effective e-learning localization and strategic collaboration, we were able to overcome production and deliverability issues, ultimately achieving significant sales and positive user feedback.

If you’re looking to expand the reach of your content through effective localization, our experienced team is here to help. Contact us today to learn more about our e-learning localization services and how we can support your journey to global success!

Our experience with these projects highlighted the incredible potential of e-learning localization. Not only did we translate and dub their content, but we also took extensive measures to ensure the courses resonated deeply with their new audiences. From adapting marketing strategies to collaborating with local experts, our efforts resulted in significant growth and engagement in the Russian, Spanish, and Portuguese markets.

In this case study, we’ll take you through our process, unique initiatives, and the remarkable outcomes we achieved. Whether you’re an e-learning platform considering expansion or simply curious about the power of localization, we hope this story will inspire you. Let’s dive into the fascinating world of e-learning localization and how it can unlock new opportunities for growth and connection across the globe.

Projects Background

“Charisma on Command” and “Your Personal Wing Girl” are two exceptional YouTube channels designed to help individuals improve their social skills and personal development. “Charisma on Command” offers a course named “Charisma University,” which delves deeply into the art of charisma and effective communication. Meanwhile, Marni’s “Your Personal Wing Girl” channel focuses on the dating niche, helping men craft better relationships with women through her specialized courses.

Both projects initially gained significant traction through their YouTube channels, offering valuable insights and techniques to a global audience. However, despite their success, the creators recognized the potential to reach even more people by breaking the language barrier and entering new markets. They approached us with the idea of expanding into the Russian market, not just to translate the content but to fully localize it, ensuring it felt native and relatable to this new audience.

The initial challenges were clear. We needed to ensure that the high-quality, engaging content of “Charisma University” and Marni’s courses remained intact while making it accessible and appealing to Russian speakers. This required a comprehensive approach to e-learning localization, combining our expertise in translation with our understanding of cultural adaptation.

With a clear vision and a collaborative mindset, we set out to transform these courses into truly global offerings for the Russian market. Our task was not only to translate the materials but to reimagine them in a way that would resonate with the Russian audience. Additionally, we worked closely with their Spanish teams, learning from their experiences and ensuring a cohesive approach across different languages.

In the following sections, we’ll delve into the specific steps we took to achieve this transformation, from localizing YouTube channels and online courses to creating tailored marketing campaigns and collaborating with local experts. Our goal was to ensure that learners in Russia felt as if the content was created just for them, and the results were nothing short of extraordinary.

Localization Process

Our approach to e-learning localization for “Charisma University” and “Your Personal Wing Girl” involved several meticulous steps to ensure that the content not only resonated with the Russian audience but also maintained the high quality and engagement levels of the original courses. Here’s how we achieved this transformation:

Localizing YouTube Channels and Online Courses

Translation and Dubbing
We began by translating and dubbing the extensive video content from both YouTube channels and their respective courses. This step was crucial as it set the tone for the entire localization process. We enlisted professional translators and voice actors who were native Russian speakers and familiar with the subject matter to ensure accuracy and relatability.

Cultural Adaptation
Beyond translation, cultural adaptation played a significant role. We adjusted idioms, examples, and references to better suit Russian cultural norms and preferences. This process involved extensive research and consultations with local experts to ensure that the content felt native to Russian viewers.

Setting Up Sales in the Russian Market

Platform Integration
To make the courses accessible in Russia, we integrated them into popular Russian e-learning platforms. This step was essential for reaching a wider audience and providing a seamless user experience. We also ensured that the platforms supported Russian payment methods, making it easier for users to purchase the courses.

Marketing Campaigns

Email Campaigns
We launched targeted email campaigns to create awareness and generate interest in the localized courses. These campaigns were crafted in Russian, focusing on the unique value propositions of “Charisma University” and “Your Personal Wing Girl.”

Ad Creatives and Landing Pages
Adapting ad creatives and landing pages was another critical step. We designed visuals and copy that resonated with Russian audience preferences, highlighting the benefits of the courses in a culturally relevant manner. The landing pages were optimized for conversion, ensuring that potential students had all the information they needed to make a purchase decision.

Unique Initiatives

Market Research and Local Expertise
We conducted extensive market research, including interviews with potential users, to understand their needs and preferences. This insight was invaluable in tailoring the courses to better meet the expectations of the Russian audience. Additionally, we hired a Russian coach to provide support to students, enhancing the overall learning experience.

Content Creation in Moscow
To further localize “Charisma University,” we flew to Moscow to shoot additional content with the Russian coach. This hands-on approach ensured that the content was not only translated but also felt authentic and engaging for Russian learners.

Collaboration and Learning

Working with Spanish Teams
Although our primary focus was on the Russian market, we closely collaborated with the Spanish teams working on similar projects. This collaboration allowed us to share insights, strategies, and best practices, ensuring a cohesive and high-quality localization process across different languages.

Outcomes and Impact

The comprehensive e-learning localization process we employed for “Charisma University” and “Your Personal Wing Girl” yielded remarkable results. By carefully translating, adapting, and marketing the content, we were able to achieve significant growth and engagement in the Russian market. Here’s a detailed look at the outcomes and impact of our efforts:

Quantitative Results

Revenue Growth
One of the most tangible outcomes of our localization efforts was the significant increase in revenue. By localizing the courses for the Russian market, we added an additional $3,000 to $10,000 in monthly revenue on a consistent basis. This steady income stream highlighted the financial benefits of entering new markets with localized content.

Enrollment Numbers
The number of enrollments in “Charisma University” and Marni’s courses saw a substantial increase. Russian-speaking learners were able to access high-quality, culturally relevant content, which led to higher engagement and completion rates. This not only boosted the popularity of the courses but also enhanced the overall reputation of the brands.

Qualitative Results

Enhanced Engagement and User Satisfaction
Localization is more than just translation; it’s about making content feel native and relevant. Our efforts to adapt the courses culturally resulted in enhanced engagement and user satisfaction. Russian learners felt more connected to the content, leading to positive feedback and testimonials. This increased user satisfaction was evident in the numerous success stories shared by students who benefited from the courses.

Success Stories from Students
Many students shared their success stories, highlighting how the courses had positively impacted their personal and professional lives. For instance, learners from “Charisma University” reported improved communication skills and greater confidence in social interactions. Similarly, students of “Your Personal Wing Girl” expressed their gratitude for the practical advice and strategies that helped them build better relationships.

Overall Success and Client Satisfaction

Client Testimonials
Our clients, the creators of “Charisma on Command” and “Your Personal Wing Girl,” were extremely satisfied with the results. They appreciated our thorough approach to localization and the attention to detail that ensured their content was both engaging and effective in the Russian market. Their testimonials underscored the value of our professional e-learning localization services and our ability to deliver tangible results.

Market Expansion
The successful localization of these courses paved the way for future market expansions. The positive outcomes in Russia demonstrated the potential of e-learning localization, encouraging our clients to consider similar projects in other regions. This success story became a benchmark for our agency, showcasing our expertise and capabilities in the field of e-learning translation services.

In conclusion, the localization of “Charisma University” and “Your Personal Wing Girl” for the Russian market was a resounding success. By combining effective translation, cultural adaptation, targeted marketing, and collaboration with local experts, we were able to significantly enhance the reach and impact of these courses. The financial gains, increased engagement, and positive user feedback underscored the importance of professional e-learning localization services in today’s globalized world.

When the war in Ukraine started, Google announced that it was shutting down ads in Russia.

Because of this, the income of Russian-language channels of our clients fell by more than 70%, and it happened very abruptly, literally right away.

Our team is still in the process of repairing the damage.

And we did it the fastest on Evan Carmichael’s channel.

Here’s what we did

1) Increased the number of published videos.

Despite the fact that many say the number of videos does not affect YouTube  recommending them more often, we still decided to bet on this.

This had a positive effect after 2-3 months.

2) Careful selection of content for publication.

Evan’s original channel has a lot of videos that we haven’t translated into Russian yet. This gave us the opportunity to choose from a variety of topics. As a result, we were able to select the subject of the video based on analytics. If a certain topic or video about certain people has been popular on the Russian channel lately, we can schedule publication of a similar topic or about the same person in the near future.

3) Optimization of already published videos.

If a video works well, then we can do something with previously published videos about the same person or topic. For example, if a video about a certain person goes well, then we make edits in the description and tags of old videos about the same person so that they are also pulled up. After the closure of monetization in the territory of Russia, we focused on this, and old videos began to catch up, which increased the total number of views on the channel.

4) Emphasis on using premium tools (e.g., VidIQ, TubeBuddy)

Constant A\B testing of thumbnails and titles, tracking competitors’ metadata, working with keywords (SEO) – all paid off after 3-4 months.

Results

We were able to drastically increase views and get back to the same revenue even with 70% cut.

It was 2016 and I was at the beginning of my project. I didn’t even know then what I was going to do; however, I knew a few things:

I loved English

I loved interesting creative projects

I loved educational video content

At first, I just tried to contact interesting projects to ask permission to translate their content into Russian. Initially, the idea was to simply share interesting foreign content in the Russian-speaking market.

I wrote to Charlie to ask permission to translate one of his videos into Russian, and by a lucky coincidence, he was looking for a person who could translate his content into other languages.

I remember that I immediately fell in love with the idea of doing official projects in Russian.

This is how the Charisma on Command in Russian was born. It was the first foreign language for Charlie and now the channel has been translated into six languages.

Since I didn’t have a team then, I did all the tasks alone.

Translation, voice acting, promotion.

At that time, I was quite good at translating from English. I even worked as a freelance translator.

I knew a little about promotion on YouTube, but not much.

And I knew NOTHING about voice acting.

The voice acting for me was the most difficult test.

Usually I talk like this

Not only was my speech not very clear, but I didn’t have the right equipment yet. Not even an ordinary microphone.

I remember that I had to rent equipment or borrow it from friends and record voice at night so that I could return the equipment in the morning. And every time before recording, I had to work on my voice and pronunciation.

How I promoted the channel

1) Longtail SEO

This is a “How to” channel, so I understood that SEO was indispensable here. I understood the basics back then, but I started to learn every day in depth how SEO works, and in particular on YouTube.

Initially (out of ignorance) I just translated the original titles and published the video. Then I realized that these titles were too general.

That is, the headline “How to Be Confident” might work well for the original channel, since it already had a large audience. But for a small new channel, you need to use less competitive keywords.

In addition, some original videos weren’t SEO friendly at all. They were called something like “The Confidence Paradox” or “The Biggest Mistake People Make When Dating.” These are not bad headlines to get recommended, but again – not in the case of a new channel.

Therefore, I completely changed these types of headings and made them SEO friendly.

2) Forums, blogs and social networks

I wrote to absolutely all personal development communities that I could find in the Russian-speaking market with a request to publish a video from the channel. Some of them I offered to write a guest post, some I suggested to translate a very thematic video.

For example, at that moment, the hype around Conor McGregor worked very well for me. There were many videos about him on the channel, and there were many fan communities of Conor in the Russian-speaking community. I used this to my advantage and wrote to each of them as soon as we had a new video about Conor.

3) “Official” card

At that time there was no such phenomenon as official localization. At least in the Russian-speaking market. Of course, Hollywood movies and TV series have been officially dubbed (although not always officially). But if we talk about YouTube channels or video courses, then everything was illegal. Most simply translated content without permission.

I was kind of a pioneer.

I realized that I needed to use this to promote the project, so I began to write everywhere that this was the official channel, that we were collaborating with Charlie.

As I expected – no one believed me…

Some even wrote that it was very brazen of me to steal content and write that this was an official channel.

Then I asked Charlie for help and here is what we did:

• Charlie added a Russian-language channel to the channel list on the original channel.
• Charlie recorded a video message where he said that this was the official Russian-language channel, and we published this video on the Russian-language channel.
• In his original video, Charlie mentioned that he now has a Russian-language channel and left a link to it. We translated this video and also published it.
• We did a Q&A session with Charlie where he answered questions from his Russian-speaking subscribers.

After that, we managed to convince people it was real.

I think it was an important step forward, as it was new for people to subscribe to the American YouTube channel and be part of its audience officially. Not just subscribe to the channel of the voice acting studio, which translates a bunch of different videos illegally, but subscribe to the author himself on his official Russian-language channel.

This worked well, as comments like “Oh! Wow! It turns out to be an official channel, I thought you were just stealing like everyone else. Subscribed.” I am sure that it even played a viral effect, where people told each other that there is an official channel of an American blogger.

The first people on the team and new clients

Longtail SEO, community promos and the “official card” started to bear fruit. A month later, on average, up to 10 people per day began to subscribe to the channel.

Then 20-50. 

Then about 100 – 300. 

The channel moved into a phase of stable growth.

Gradually, my friend started to help me with translations, and people began to write to me with proposals to help this project.

In a fairly short period of time, there were so many applications from candidates that I started “filtering.” I arranged candidates for interviews, gave them a test task and then chose the best.

That is how I formed my first team.

Meanwhile, I began to write to other authors, and Charlie recommended me to some of his fellow creators.

We started working with Patrick Bet-David (Valuetainment), Thomas Frank and Evan Carmichael.

First big win

After six months of running the Charisma on Command channel, he gained about 30,000 subscribers.

It was a typical October day, and I posted a video on the channel then went away for the weekend with my girlfriend (now she is my wife).

When I returned home after two days and went to the channel dashboard, I saw something incredible.

The video I posted went viral. 

There were 50,000 subscribers on the channel.

At that moment, we had already launched sales of Charlie’s video course in Russian, and in these two days they broke the record.

After another two days, we watched live as the channel crossed the bar of 100,000 subscribers.

It was crazy.

The same video went viral on the original channel as well, which provided me with an important lesson when working with further projects.

I realized that a popular video on the original channel is likely to become popular in another language. But such videos should be “hidden in the sleeve” until the channel has at least 30-50k subscribers.

It was an interesting adventure that continues to this day. We are still working with Charlie and during this time we have done a lot of cool things:

• The Russian-language channel has almost two million subscribers.
• After the success of the Russian-language channel, Charlie went further and launched channels in other languages.
• We translated into Russian two large video courses of Charlie.
• We hired a Russian-speaking coach who teaches courses in Russian.
• We published Charlie’s book in Russian, which is now sold in four countries.