Romania was good patriarchal country where in actuality the men was much off recommended to locate themselves. “You’re hard sex, never cry, never put on display your feelings, get a better “man” work, become hard, bring it!” are a discussion in almost every family members. The venture idea: difficulties these types of stereotypes and you can encourage Romanian men to-be on their particular using relatable tales.
THEME/Options
A global rebranding turned to away become top opportunity for Remington having a new sound during the Romania. It had been Remington’s basic correspondence strategy in to the Romania, after numerous years of quiet. Needless to say, work included multiple desires: so you can refresh Remington’s images into the Romania, so you’re able to shine discussion regarding the brand name and to increase conversion providing its hero products.
Lookup
Remington’s address was a fundamental listeners men and women, 18 to help you forty-5 years of age. But not, look turned out you to definitely guys users imagine the company after this new a brand for women. With for example an interesting you can ahead, we paign and you may primarily target them. So it, having in mind an element of the objectives: monitor the message off rebranding, adapt they in the region, unlike neglecting products that were inside attract just like the good consequence of our possibilities designed for people.
Remington promotion talked in the vulnerability and attention-acceptance to the Romania, good patriarchal country in which men are recognized as the tough gender and you may somebody because weakened sex. All of our campaign confronted that it impact and you will stereotypes if you find yourself you are boosting transformation with Remington. We wanted to carry out on the one’s inner thinking doubts which help anybody, such as boys, have the bravery so you’re able to topic social stereotypes and build a life of their own “Indrazneste sa fii TU!” – campaign’s tagline computed of the in the world positioning is actually about saying “dare end up being your self”.
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 tales on the thinking-love and you can head-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-like tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as years, motherhood and you may public demands affecting females 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.
Analysis – Impact
The business attained one another well worth and you also perception. Approach let you know: 5 million some one reached. 700,100 viewpoints. 73,000 private circumstances. the initial step,600 absolute advances towards the Remington’s Instagram registration. Men products sales Wichita dating sites became of the twenty four% and you can ladies activities sales increased of the eight%. “I am absolutely crazy about it venture”. “Remington performed hence chill question. We are in need of even more!”. “One of the most real tricks once you examine the fresh Romania lately”.
Invention And you can Innovation
We expected ourselves exactly what it a means to finish being their correct attention. Would it be while vulnerable otherwise if you are good? Confident otherwise doubtful? The answer we get a hold of is one to having the genuine see questions interacting with your whole possible after you discover on your own providing wade most of the face masks. Why? Since the there is absolutely no-that be a better Your than you could.
However some brands explore change otherwise simplicity, Remington encourages the people to display the correct and real selves, no matter the ramifications. This is why legitimate boldness seems.
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