Romania was a great patriarchal nation where guys are anything but encouraged becoming by themselves. “You might be the difficult gender, do not cry, dont express your emotions, get a great “man” occupations, be difficult, draw it!” is a conversation in just about every members of the family. The fresh promotion tip: difficulties these stereotypes and you will convince Romanian guys to be themselves thanks to relatable stories.
An international rebranding looked to out function as finest chance for Remington to have a unique voice during the Romania. It had been Remington’s first communications venture for the Romania, immediately following several years of silence. However, the task included numerous fantasies: so you can renew Remington’s photo for the Romania, in order to shine talk in the brand name and to increase conversion getting their character product lines.
Remington’s target are a broad listeners of people, 18 so you’re able to forty-five years old. Yet not, look ended up you to definitely male consumers imagined the brand since the a brand for ladies. With such an interesting potential in the future, i paign and you can mostly address him or her. This, having in your mind an element of the objectives: share the content out-of rebranding, adapt they in your town, instead neglecting the products which were into the appeal because of the projects aimed at both women and men.
Remington promotion spoke on susceptability and you will self-anticipate for the Romania, a good patriarchal country where men are thought to be the difficult sex and you may women because weaker gender. The strategy confronted that it effect and you can stereotypes whenever you are boosting sales getting Remington. I wished to generate on the your internal worry about doubts which help some body, especially males, have the courage so you can challenge societal stereotypes and create a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline motivated of the around the globe placement is actually literally claiming “challenge become yourself”.
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 throughout the notice-like and you may thinking-allowed. 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 show. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as ages, motherhood and you will public pressures which affect ladies 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 Twitter page.
Research – Perception
The company achieved both regard and magnificent organization impact. Strategy performance: 5 million somebody achieved. 700,100 views. 73,100 personal interactions. step one,600 natural progress for the Remington’s Instagram account. Men situations transformation expanded by the twenty-four% and you may women issues sales became from the 7%. “I am positively in love with so it strategy”. “Remington performed this chill point. We truly need even more!”. “Perhaps one of the most genuine tricks in Romania not too long ago”.
Development And you can Development
We expected ourselves exactly what it methods to end up being your real mind. Is-it if you’re insecure or when you find yourself strong? Sure otherwise skeptical? The solution we located try you to definitely becoming your correct worry about comes to getting together with the complete possible when you find yourself letting wade most of the goggles. Why? While the there is no-one to getting a better Your than just you can.