Romania is actually a patriarchal country where guys are far from advised as on their own. “You will be the hard sex, cannot scream, never share how you feel, score an excellent “man” work, feel tough, suck it up!” try a conversation in every friends. The latest venture idea: difficulties these types of stereotypes and you will inspire Romanian males becoming on their own by way of relatable stories.
THEME/Opportunity
A worldwide rebranding looked to away be the finest window of opportunity for Remington getting its very own sound into the Romania. It actually was Remington's earliest interaction strategy during the Romania, shortly after years of quiet. However, work included several aspirations: in order to refresh Remington's image during the Romania, in order to shine talk within the brand and to increase conversion to possess the champion product lines.
Research
Remington's address is actually a broad audience of men and women, 18 so you can forty five years old. Although not, browse proved you to male users sensed the company just like the a brand name for women. With like a fascinating potential ahead, we paign and you may generally address her or him. This, with planned part of the objectives: show the content regarding rebranding, adapt it in your neighborhood, instead forgetting these products that have been in appeal compliment of our very own programs geared towards women and men.
Remington campaign spoke from the vulnerability and you may mind-enjoy when you look at the Romania, a great patriarchal country in which guys are named the difficult gender and you can females as weaker intercourse. Our promotion confronted it impression and you will stereotypes when you're improving conversion getting Remington. We wanted to create to your your inner care about doubts and help anybody, specifically boys, have the courage escort girl Cedar Rapids in order to challenge personal stereotypes and construct a lives of one's own “Indrazneste sa fii TU!” – campaign's tagline inspired by the internationally location try actually claiming “dare to be your self”.
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 throughout the thinking-love 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 tell you. Women say... In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as many years, motherhood and public challenges affecting 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 Fb page.
Review – Effect
The company gathered both respect and you may magnificent team effect. Promotion abilities: 5 mil people hit. 700,000 feedback. 73,000 societal relationships. step one,600 natural development to the Remington's Instagram account. Male affairs transformation became from the twenty-four% and you may girls activities conversion increased from the eight%. “I'm surely crazy about this promotion”. “Remington performed which chill topic. We are in need of way more!”. “Probably one of the most authentic campaigns for the Romania lately”.
Innovation And you may Innovation
I requested our selves exactly what it way to end up being your true self. Can it be while you are vulnerable or when you're strong? Sure otherwise doubtful? The clear answer we discovered is actually you to definitely getting your true care about involves reaching the complete possible whenever you are permitting wade all the masks. Why? Because the no one can feel a far greater You than simply you might.
Even though some brands discuss alter otherwise convenience, Remington encourages its consumers to show the true and actual selves, whatever the ramifications. This is one way actual boldness seems.
