Romania try a great patriarchal country where in fact the men are far from needed discover themselves. “You’re hard sex, never ever cry, usually do not show off your thoughts, get a better “man” employment, getting hard, draw they!” was a dialogue atlanta divorce attorneys members of the family. The newest venture idea: troubles these types of stereotypes and you can convince Romanian males to-be on their unique because of relatable tales.
THEME/Chance
A global rebranding considered aside function as number one opportunity for Remington getting a different sound inside the Romania. It absolutely was Remington’s very first communication promotion into the Romania, shortly after many years of quiet. Needless to say, work was included with numerous desires: to help you refresh Remington’s photographs into the Romania, so you can stick out conversation about brand and to improve transformation taking their hero products.
Search
Remington’s target is actually an elementary audience of people, 18 so you can 40-five years old. Yet not, browse turned out that people users consider the company just after the new a brandname for females. With particularly an interesting you’ll be able to in the future, i paign and you may primarily address her or him. That it, with in mind the main objectives: screen the message away from rebranding, adjust it in your neighborhood, instead of forgetting items that was basically in the focus because the good results of our very own solutions intended for people.
Remington venture talked regarding the vulnerability and you will mind-enjoy inside Romania, an excellent patriarchal country in which the male is seen as the difficult intercourse and you may some one because the weakened gender. Our very own strategy confronted this impact and you may stereotypes while you’re boosting sales with Remington. I desired to carry out on the one’s interior convinced doubts and help anyone, such as men, feel the courage so you can topic personal stereotypes and build a life of one’s own “Indrazneste sa fii TU!” – campaign’s tagline computed because 
of the worldwide location are about stating “challenge feel oneself”.
Efficiency
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 stories with the thinking-like and you can attention-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-such as for instance show. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as age, motherhood and you can public challenges 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 Myspace page.
Evaluation – Effect
The business attained each other well worth while perception. Strategy let you know: 5 billion individuals attained. 700,one hundred thousand views. 73,one hundred thousand individual things. step one,600 natural improvements towards the Remington’s Instagram subscription. Male situations conversion process became of the 24% and you may women facts transformation enhanced because of the seven%. “I’m seriously crazy about they promotion”. “Remington performed hence cool concern. We are in need of significantly more!”. “Perhaps one of the most real strategies after you glance at the new Romania lately”.
Creativity And you will Development
I expected our selves exactly what it an approach to wind up being your best head. Can it be if you’re insecure otherwise when you find yourself strong? Confident otherwise doubtful? The answer i get a hold of can one obtaining genuine see concerns reaching your entire possible when you look for on your own helping wade all the goggles. As to why? As there isn’t any-that getting a better You than simply you might.
Even though some brands speak about change otherwise ease, Remington prompts the folks to display their correct and genuine selves, regardless of effects. This is the way legitimate boldness appears.