Romania is actually a good patriarchal nation in which guys are certainly not advised are on their own. “You may be the hard gender, do not shout, cannot show your feelings, rating an excellent “man” work, end up being difficult, bring it up!” is actually a discussion in every single household members. The fresh new campaign tip: difficulty these stereotypes and you may inspire Romanian men getting themselves courtesy relatable reports.
THEME/Chance
A major international rebranding turned to away function as finest chance of Remington getting its voice for the Romania. It absolutely was Remington’s earliest interaction campaign from inside the Romania, shortly after several years of silence. Without a doubt, the job included multiple goals: in order to revitalize Remington’s image for the Romania, so you’re able to sparkle conversation within brand name and to improve sales to possess its hero products.
Look
Remington’s address try an over-all listeners men and women, 18 to help you 45 yrs . old. Yet not, research ended up one to male customers observed the company as a brandname for ladies. Having particularly an appealing potential in the future, i paign and you may mostly address her or him. All this, with at heart area of the objectives: promote the content out of rebranding, adjust they in your cat lover dating town, in the place of forgetting products that were during the appeal courtesy our very own plans intended for both women and men.
Remington venture talked on susceptability and you may thinking-enjoy from inside the Romania, a beneficial patriarchal nation in which men are seen as the hard intercourse and you can females since weakened intercourse. All of our promotion confronted this impression and stereotypes if you’re improving conversion process getting Remington. We wanted to generate on a person’s internal care about doubts which help anyone, specifically men, have the bravery to issue social stereotypes and build a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline determined because of the global placement is literally saying “challenge to get oneself”.
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 from the mind-like and you will self-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-love reveal. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as many years, motherhood and you may public demands which affect females 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 Fb page.
Analysis – Effect
The company achieved both esteem and amazing organization perception. Strategy abilities: 5 billion some one attained. 700,100000 views. 73,100000 public affairs. 1,600 normal increases into Remington’s Instagram membership. Men circumstances transformation expanded of the 24% and you may female facts conversion increased of the eight%. “I am definitely crazy about which strategy”. “Remington performed that it chill point. We truly need a great deal more!”. “Perhaps one of the most genuine tips when you look at the Romania not too long ago”.
Creativity And you may Development
I requested ourselves just what it ways to become your genuine notice. Is-it if you’re insecure otherwise while you are strong? Confident or suspicious? The solution i located is actually one to are their correct worry about comes to reaching their complete potential when you find yourself enabling go most of the masks. Why? Because nobody is able to be a better You than just you can.
Though some names talk about changes otherwise convenience, Remington prompts its customers showing its genuine and you may actual selves, no matter what the effects. This is one way real boldness appears.
