Romania are a good patriarchal country where male are much out of required to obtain on their own. “You are the difficult sex, never ever scream, don’t show off your emotions, obtain a good “man” jobs, be tough, bring it!” is actually a dialogue in almost every nearest and dearest. The fresh new promotion suggestion: problems these stereotypes and you can convince Romanian boys to-be on their unique as a result of relatable stories.
THEME/Options
A global rebranding looked to out function as no. 1 opportunity for Remington to own a unique sound into the Romania. It actually was Remington’s very first telecommunications promotion to the Romania, after years of silence. However, work came with numerous hopes and dreams: to renew Remington’s photos to the Romania, so you can excel dialogue on the brand and to help you raise conversion process providing the champion product lines.
Search
Remington’s address is actually a standard audience men and women, 18 in order to 40-five years old. not, lookup turned-out one men users consider the company immediately after the latest a brand name for females. With like an appealing you can easily ahead, we paign and you can mainly address him or her. That it, with at heart area of the objectives: monitor the message off rebranding, adjust they in your neighborhood, unlike forgetting items that had been inside focus because the a good result of all of our systems intended for people.
Remington venture talked in the vulnerability and you may attention-greeting to the Romania, a good patriarchal nation where men are recognized as the difficult intercourse and you may anybody as weaker sex. Our very own venture confronted it impact and you may stereotypes while you are you are boosting transformation having Remington. We wanted to perform with the one’s inner thinking doubts and help somebody, like guys, have the bravery so you’re able to topic personal stereotypes and construct an existence of one’s own “Indrazneste sa fii TU!” – campaign’s tagline computed of the around the world location was very nearly claiming “dare be yourself”.
Overall performance
The campaign () involved several tactics, some of them approaching women, others targeting men and some other targeting both categories. The Confident Series. The photo and editorial project we started with Andreea Retinschi and Andreea Verde gathered tales toward care about-like and you can attention-anticipate. Self-love takes over. We collaborated with one of the biggest online magazines in Romania and – for one episode – we turned their love and sex show into a self-such as for instance tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and social challenges impacting lady in Romania. Real men/women, real trials. Influencers tested the products while answering questions from their followers starting a much-needed conversation about vulnerability and self-acceptance.The next phase targeted men only. We started a conversation about men stereotypes in Romania and the unrealistic expectations society has from them, in a video series where different men tried to dismantle some of the most well-known stereotypes (“Men have dirty jobs”;“Men who show their feelings are weak”; “Men shouldn’t spend time in the kitchen”; “Men don’t need compliments“). The episodes can be watched on YouTube or on Remington Romania’s Myspace page.
Research – Impact
The business gathered one another really worth therefore impression. Means reveal: 5 mil individuals achieved. 700,100000 viewpoints. 73,100000 private circumstances. the first official website step,600 absolute progress into Remington’s Instagram registration. Male things sales turned by the twenty-four% and you may females circumstances transformation increased by eight%. “I am definitely in love with they campaign”. “Remington performed and therefore chill question. We want even more!”. “Probably one of the most authentic strategies when you look at the fresh Romania lately”.
Development And you may Creativity
I questioned our selves what it an effective way to end up being your own right head. Is-it if you are insecure if not whenever you are strong? Pretty sure otherwise skeptical? The clear answer i discover is one to obtaining the true see inquiries getting all your possible when you look for your self helping wade all masks. As to the reasons? Since the there is absolutely no-one be a much better Your than simply you could.
While some labels speak about change or ease, Remington prompts people to exhibit its genuine and you will genuine selves, whatever the implications. This is one way legitimate boldness appears.