Out of Position

Rio Tinto’s 20 Mule Team Borax Agriculture division provides refined boron to crop growers around the globe, from the cornfields of Iowa to the coffee crops of Brazil. Yet the existing Agriculture website provided minimal information about how or why refined borates benefit growers in specific regions and didn’t provide an easy way to find contacts outside the company’s headquarters. Plus, with content and assets presented only in English, the site did little to educate a global audience about boron deficiencies or to position the company’s agricultural products as the best choice for treating those deficiencies.

A Global Movement

To solve the site’s localization problems, we took a two-pronged approach. First, we created a Regional Solutions section that provides targeted, region-specific content and contacts for growers, crop consultants, distributors, and wholesalers from Africa, Australia and New Zealand, China, Europe, India, Latin America, North America, and Southeast Asia. Second, we planned for localization of content into multiple languages, including Portuguese, Spanish, and Chinese. By doing so, we were able to shoot video in multiple languages for fast integration as localization efforts move forward.

Around the World 

With the successful addition of the regional section, site visitors—and potential customers—now have access to a wealth of information specific to their location. Regional contacts are easier to identify and reach out to. Each regional page includes educational summaries about boron needs for areas within the region, the relative susceptibility of local crops, and applicable field studies and research data. And Portuguese localization—including language-specific video clips—is in progress, with translations in Chinese, Spanish, German, Hindi, and French planned. 

Right Place, Right Product

Regional-specific content and localization of videos and site content position Rio Tinto’s Borax Agriculture site to meet the needs of its global audience.

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