Experienced – Skills, approach and inventive make

Romania is a good patriarchal nation where in actuality the men try far off recommended to track down by themselves. “You’re tough sex, never ever shout, don’t show off your thinking, get a good “man” occupations, getting hard, bring it!” is a dialogue in every single family unit members. The new promotion tip: difficulties these types of stereotypes and you may motivate Romanian males to-be on their because of relatable reports.

THEME/Chance

A global rebranding considered away end up being the number one window of opportunity for Remington to own a different sort of voice into the Romania. It was Remington’s earliest interaction strategy into the Romania, after numerous years of quiet. Naturally, the job was included with numerous aspirations: to help you rejuvenate Remington’s pictures in to the Romania, so you’re able to be noticeable talk about brand name and to increase transformation taking its character product lines.

Search

Remington’s target is actually a basic audience of men and women, 18 so you’re able to 40-five years old. Although not, research ended up you to boys users consider the brand shortly after the fresh new a brand name for ladies. With such an interesting you can easily in the future, i paign and mainly address them. That it, with in mind the main objectives: monitor the message of rebranding, adjust they in the region, rather than forgetting products which was basically in focus as the an effective results of all of our solutions meant for both women and men.

Remington campaign spoke on vulnerability and you may notice-greeting into the Romania, an excellent patriarchal nation in which the male is seen as the difficult intercourse and you may some one because the weaker intercourse. Our very own promotion confronted it impression and stereotypes whenever you are you are improving conversion process that have Remington. I desired to create on the a person’s internal thinking second thoughts which help anybody, for example boys, have the bravery so you can material personal stereotypes and build a life of one’s own “Indrazneste sa fii TU!” – campaign’s tagline determined of the around the world position try almost stating “challenge getting oneself”.

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 reports with the thinking-like and you can notice-greeting. 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-for example inform you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you can societal pressures affecting female 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.

Analysis – Perception

The company achieved both worth while impact. Approach tell you: 5 billion individuals achieved. 700,000 opinions. 73,100 private things. the initial step,600 pure advances with the Remington’s Instagram subscription. Male facts sales turned into because of the twenty four% and you will women issues conversion process enhanced because of the seven%. “I am positively in love with they promotion”. “Remington performed and this cool matter. We are in need of a whole lot more!”. “Perhaps one of the most real methods when you take a look at the fresh Romania not too long ago”.

Innovation And you will Creativity

We questioned our selves exactly what it an easy way to become are your correct attention. Could it possibly be when you’re insecure otherwise if you are solid? Convinced otherwise suspicious? The escort in Lakeland answer i come across is one to obtaining the correct find concerns getting together with your whole prospective after you pick on your own enabling go the masks. Why? Once the there’s no-one feel a far greater Your than you can.

Although some names discuss change otherwise simplicity, Remington encourages individuals showing their genuine and you will actual selves, no matter the effects. This is why legitimate boldness appears.