Romania try a beneficial patriarchal nation where male was far of needed discover by themselves. “You are the hard intercourse, never cry, try not to show your ideas, obtain a good “man” employment, end up being tough, suck they!” is a dialogue in every single family relations. Brand new promotion tip: difficulties such stereotypes and you may encourage Romanian boys to-get on their due to relatable tales.
THEME/Chance
A major international rebranding turned to aside end up being the primary opportunity for Remington to own a special sound during the Romania. It had been Remington’s basic communications campaign to the Romania, after several years of silence. Obviously, work included multiple desires: to help you renew Remington’s photos to the Romania, so you’re able to shine conversation on the brand and so you can improve transformation delivering the champion products.
Lookup
Remington’s target is actually a basic listeners men and women, 18 in order to forty-five years old. not, browse proved one males pages thought the brand just after the a brandname for females. With such as for example an appealing you’ll be able to ahead, we paign and you may generally target him or her. This, having in mind part of the expectations: monitor the message off rebranding, adjust it in your neighborhood, in the place of forgetting products that was into the appeal just like the a result of all of our solutions meant for both women and men.
Remington campaign spoke from the susceptability and attention-acceptance in to the Romania, a great patriarchal nation in which guys are thought to be the hard gender and someone given that weakened sex. Our very own promotion challenged so it impression and you can stereotypes if you are you are improving conversion process with Remington. We wished to manage towards the one’s inner thought doubts that assist some one, including people, feel the bravery to help you topic societal stereotypes and construct a lifestyle of their own “Indrazneste sa fii TU!” – campaign’s tagline computed from the in the world position try practically claiming “challenge become oneself”.
Results
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 stories into notice-like and attention-acceptance. 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-like let you know. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and social demands impacting women 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 – Effect
The company achieved each other well worth and also you impact. Strategy show: 5 mil anybody achieved. 700,100000 viewpoints. 73,100 private items. the first step,600 pure advances into the Remington’s Instagram membership. Male things conversion turned from the twenty four% and you will little people meet PЕ™ihlГЎsit se girls factors transformation improved from the seven%. “I’m seriously crazy about they strategy”. “Remington performed and this chill question. We are in need of much more!”. “One of the most authentic techniques when you consider the fresh Romania lately”.
Development And Innovation
We requested ourselves exactly what it an easy way to finish being the correct mind. Is it when you’re insecure if you don’t if you find yourself strong? Convinced otherwise suspicious? The clear answer we select can one getting the correct observe issues getting together with all your potential when you look for oneself enabling go all of the masks. As to why? Since there’s absolutely no-you to definitely become a much better Your than you could.
However some brands mention alter otherwise ease, Remington encourages the individuals to exhibit the real and you can actual selves, whatever the implications. This is how legitimate boldness looks.