Romania try an effective patriarchal nation in which guys are anything but recommended as themselves. “You may be the hard sex, usually do not shout, try not to express how you feel, rating a “man” occupations, end up being tough, suck it up!” is a conversation in almost every family relations. The newest strategy tip: complications these types of stereotypes and convince Romanian guys to be by themselves as a result of relatable reports.
THEME/Options
A worldwide rebranding looked to aside become primary window of opportunity for Remington having its very own voice inside Romania. It absolutely was Remington’s basic interaction promotion for the Romania, after numerous years of quiet. Naturally, the job included numerous hopes and dreams: to help you rejuvenate Remington’s visualize for the Romania, to glow dialogue in the brand and to boost conversion to own its hero product lines.
Research
Remington’s target is a general listeners of men and women, 18 in order to 45 yrs . old. But not, look ended up one men users understood the brand given that a brand name for women. With such as for example an interesting possible in the future, i paign and you can primarily address her or him. All of this, which have planned the main objectives: promote the message of rebranding, adapt they in your neighborhood, instead of neglecting the merchandise that have been when you look at the interest as a consequence of our plans intended for gents and ladies.
Remington campaign talked regarding susceptability and you will care about-greet into the Romania, a beneficial patriarchal country in which the male is recognized as the hard gender and you will women due to the fact weakened intercourse. Our very own venture confronted so it feeling and stereotypes while you are improving conversion having Remington. I desired to generate on the one’s interior care about second thoughts and help somebody, especially boys, feel the bravery to help you issue societal stereotypes and create an existence of one’s own “Indrazneste sa fii TU!” – campaign’s tagline inspired from the around the world placement was virtually stating “dare is 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 stories regarding notice-love and you will care about-enjoy. 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 reveal. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as ages, motherhood and societal demands affecting people 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 the league PЕ™ihlГЎsit se 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 – Impression
The brand gathered one another respect and you will amazing organization perception. Promotion efficiency: 5 mil anyone hit. 700,100 views. 73,100000 public interactions. 1,600 all-natural growth into the Remington’s Instagram account. Male affairs conversion increased by the twenty-four% and you can people products transformation expanded from the seven%. “I am certainly crazy about this promotion”. “Remington did that it cool procedure. We want so much more!”. “One of the most genuine procedures inside Romania not too long ago”.
Creativity And you can Creativity
We expected ourselves what it way to end up being your real worry about. Would it be while you are insecure otherwise if you find yourself strong? Pretty sure otherwise suspicious? The solution i discover are you to definitely being your real mind pertains to interacting with your own complete possible whenever you are permitting wade every goggles. Why? Once the nobody is able to feel a much better Your than simply you could.
While some brands discuss transform otherwise convenience, Remington prompts its people to demonstrate its real and real selves, no matter what the implications. This is how actual boldness appears.