Romania was a beneficial patriarchal country the spot where the men was much away from required locate themselves. “You are the difficult gender, never cry, usually do not amuse emotions, get a good “man” employment, become difficult, draw they!” are a dialogue in just about every members of the family. Brand new venture tip: troubles this type of stereotypes and inspire Romanian men to-get on her owing to relatable reports.

THEME/Chance

An international rebranding looked to out end up being the number 1 chance of Remington getting an alternative voice in Romania. It absolutely was Remington’s very first communications strategy to the Romania, after numerous years of quiet. Definitely, the job came with several fantasies: to revitalize Remington’s images in to the Romania, in order to be noticed discussion on brand name and so you can improve transformation delivering the hero product lines.

Research

Remington’s target was a simple listeners of individuals, 18 so you can 40-5 years of age. But not, lookup turned-out one boys profiles envision the brand immediately after the brand new a brand name for females. That have such as for instance an appealing you can ahead, i paign and you may mainly target him or her. It, having in mind part of the expectations: monitor the content regarding rebranding, adapt it in the area, unlike neglecting products that was in fact in the desire due to the fact good consequence of all of our solutions intended for gents and ladies.

Remington promotion spoke regarding the vulnerability and you may attention-greet to the Romania, a great patriarchal nation in which men are thought to be the tough intercourse and you may individuals because weakened gender. Our very own promotion confronted which feeling and you may stereotypes if you’re you’re boosting conversion process with Remington. I desired to perform towards one’s inner thought second thoughts which help individuals, instance males, have the bravery in order to issue public stereotypes and create a lives of one’s own “Indrazneste sa fii TU!” – campaign’s tagline calculated from the worldwide placement was around claiming “challenge feel on your own”.

Abilities

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 with the mind-like and notice-invited. 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-such as for example 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 you can personal challenges impacting 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 Myspace page.

Evaluation – Effect

The business gathered each other well worth while impact. Means let you know: 5 million individuals reached. 700,100000 views. 73,one hundred thousand private activities. step one,600 sheer progress on Remington’s Instagram registration. Men points sales turned into from the twenty-four% and you may females circumstances conversion process increased from the 7%. “I am surely crazy about it promotion”. “Remington did and therefore cool concern. We require a whole lot more!”. “One of the most authentic tricks after you check the latest Romania not too long ago”.

Advancement And you will Development

We asked ourselves just what it ways to finish becoming their correct mind. Will it be while you are vulnerable otherwise when you’re good? Confident or skeptical? The answer i see is one to obtaining the real see inquiries getting your whole potential once you get a hold of on your own helping wade the masks. Why? Since the there is absolutely no-one to getting a much better You than just you could.

Though some names explore change or convenience, Remington encourages the folks to show its real and you can genuine selves, no matter the effects. This is why legitimate boldness seems.

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