Romania was good patriarchal nation in which men are anything but recommended to be by themselves. “You will be the tough gender, cannot shout, you should never express how you feel, score a great “man” job, become tough, draw it!” try a discussion in just about every household members. The fresh venture suggestion: difficulties these types of stereotypes and you may inspire Romanian guys to get on their own compliment of relatable reports.
THEME/Possibility
A major international rebranding turned to aside function as the perfect chance of Remington to own its sound in the Romania. It actually was Remington’s very first communication campaign in the Romania, once years of silence. However, the task was included with numerous goals: to rejuvenate Remington’s photo during the Romania, so you’re able to shine conversation within the brand name and to increase conversion process having their hero product lines.
Lookup
Remington’s address is an over-all audience of men and women, 18 to help you forty five yrs old. Although not, look turned-out one to men users identified the brand as the a brand name for ladies. That have like an appealing prospective to come, we paign and primarily address him or her. All this, with in your mind a portion of the objectives: promote the message away from rebranding, adjust they in your neighborhood, in the place of forgetting the products which were inside the focus as a result of the systems intended for both women and men.
Remington promotion talked in the susceptability and you will thinking-anticipate in the Romania, a beneficial patriarchal country where men are seen as the tough gender and women given that weaker gender. Our very own strategy challenged it impression and you may stereotypes while you are improving sales having Remington. We desired to generate on one’s interior self second thoughts and help some body, particularly men, have the bravery so you’re able to complications societal stereotypes and construct a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline motivated by globally placement are literally claiming “challenge is oneself”.
Delivery
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 reports on the notice-love and you may care about-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-like reveal. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as years, motherhood and you can public pressures that affect people in Romania beste Thaise vrouwen. 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 Twitter page.
Testing – Feeling
The brand gained both regard and you can magnificent business perception. Strategy performance: 5 mil someone hit. 700,100 views. 73,one hundred thousand societal affairs. step 1,600 natural development on the Remington’s Instagram account. Men things conversion process grew by the twenty four% and people factors conversion became because of the 7%. “I’m positively in love with which venture”. “Remington performed it cool procedure. We are in need of way more!”. “One of the most genuine campaigns into the Romania lately”.
Development And you will Innovation
We requested ourselves what it ways to become your real care about. Would it be when you’re insecure otherwise when you are solid? Sure otherwise doubtful? The answer we found try that are their real worry about concerns getting together with their full prospective if you’re enabling wade the face masks. As to why? Due to the fact no-one can end up being a far greater Your than you could potentially.
However some labels speak about transform or ease, Remington prompts the customers to display their true and real selves, no matter what the ramifications. This is why actual boldness seems.