Romania is actually an excellent patriarchal nation in which men are certainly not recommended to be by themselves. “You happen to be the tough sex, dont cry, usually do not display your emotions, rating a “man” job, end up being hard, draw it!” try a discussion in every single members of the family. The brand new campaign idea: issue these types of stereotypes and inspire Romanian guys are by themselves through relatable tales.
THEME/Opportunity
A major international rebranding considered away become perfect window of opportunity for Remington for its own voice in Romania. It was Remington's very first communications strategy in the Romania, immediately after many years of silence. Needless to say, the job included numerous desires: in order to revitalize Remington's image for the Romania, so you can sparkle conversation within the brand name and to boost conversion to possess their champion products.
Lookup
Remington's target is a general audience of individuals, 18 so you're able to 45 years of age. Yet not, look turned out you to definitely male consumers thought of the company once the a brand for ladies. Which have eg an interesting potential in the future, i paign and you may mainly target him or her. This, with in your mind an element of the expectations: show the message away from rebranding, adjust it in your neighborhood, without neglecting the products which were in attract courtesy all of our strategies aimed at women and men.
Remington strategy spoke in the vulnerability and you will worry about-desired into the Romania, an effective patriarchal nation where the male is thought to be the tough intercourse and you may women as weaker gender. Our very own venture challenged which impression and you will stereotypes while boosting transformation having Remington. I wished to generate into the one's internal self doubts and help anyone, especially males, feel the courage to help you difficulty societal stereotypes and construct a lives of their own “Indrazneste sa fii TU!” – campaign's tagline passionate by the around the world placement try actually stating “challenge becoming your self”.
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 reports from the mind-like and you will care about-acceptance. 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 inform 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 will public challenges which affect lady 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, sugar daddies Missouri 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 Myspace page.
Research – Impression
The company achieved both value and you can dazzling business effect. Promotion show: 5 billion individuals attained. 700,000 feedback. 73,100000 personal affairs. step one,600 natural development toward Remington's Instagram membership. Men factors conversion became from the 24% and you will people points transformation increased from the seven%. “I am definitely crazy about that it strategy”. “Remington performed that it chill question. We truly need much more!”. “Perhaps one of the most real strategies into the Romania lately”.
Creativity And you can Creativity
We expected ourselves exactly what it means to be your genuine worry about. Can it be if you're insecure or while strong? Sure or doubtful? The clear answer i discovered is actually one getting your own genuine mind pertains to interacting with your own complete potential when you're allowing go all masks. Why? Given that no person can feel a better Your than you could potentially.
Even though some brands speak about transform otherwise simplicity, Remington prompts the people to exhibit their true and you will genuine selves, no matter the implications. This is the way actual boldness appears.