Rover: How Rover localizes content while staying on brand

Rover overview

Founded in 2011 in Seattle, Washington, Rover is an online marketplace that connects dog and cat parents with pet sitters and dog walkers in their neighborhood.

The challenge

Initially, Rover set out to expand their business from US and Canada only to eight additional regions in Europe. The three main focuses of Rover’s localization initiative were internationalizing the Rover brand, fully automating workflows, and ensuring their content is searchable.

The solution

With the help of Smartling, Rover increased the amount of content they translated by more than 400%. Today, Rover serves over two million dog and cat parents in eight languages in 10 countries, including the US, Canada, UK, France, Spain, Italy, Norway, Germany, Netherlands, and Sweden.