Romania was an effective patriarchal nation where guys are not advised to-be themselves. “You might be the difficult gender, never shout, cannot show how you feel, score an excellent “man” job, end up being tough, bring it up!” is a conversation atlanta divorce attorneys family. The new promotion suggestion: difficulty these stereotypes and you will motivate Romanian guys getting themselves owing to relatable tales.
A global rebranding considered aside be the finest chance of Remington to own its sound for the Romania. It actually was Remington’s very first correspondence strategy in the Romania, immediately after numerous years of silence. Obviously, work was included with numerous goals: so you’re able to rejuvenate Remington’s image in the Romania, in order to shine talk inside the brand name and to boost sales getting its champion products.
Remington’s address was a broad listeners of people, 18 in order to 45 yrs old. But not, research ended up one male customers identified the company since a brand for females. That have particularly an interesting prospective to come, we paign and you can mainly address them. All this, having at heart an element of the objectives: discuss the content out of rebranding, adjust it in your town, rather than neglecting the products that were when you look at the attention because of all of our strategies geared towards people.
Remington venture talked throughout the susceptability and mind-allowed from inside the Romania, a good patriarchal country in which guys are thought to be the tough intercourse and you can females due to the fact weakened gender. Our venture challenged that it perception and you can stereotypes when you find yourself improving transformation having Remington. We wished to generate to the an individual’s interior care about second thoughts that assist some one, particularly guys, feel the courage to help you difficulties societal stereotypes and construct a lifetime of their own “Indrazneste sa fii TU!” – campaign’s tagline motivated by the worldwide positioning is actually literally stating “challenge are oneself”.
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 regarding notice-like and you may mind-desired. Self-love takes over. We collaborated with one of the https://www.datingmentor.org/introduction-to-tinder-desktop biggest online magazines in Romania and – for one episode – we turned their love and sex show into a self-like show. 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 social challenges affecting girls 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.
Investigations – Impact
The brand achieved each other admiration and you can magnificent team perception. Campaign abilities: 5 billion people reached. 700,100 feedback. 73,100 societal relationships. step 1,600 natural gains into Remington’s Instagram account. Male points sales expanded of the twenty four% and you may female affairs conversion process grew from the eight%. “I’m undoubtedly crazy about which campaign”. “Remington performed this cool thing. We require more!”. “One of the most genuine ways in Romania not too long ago”.
Invention And you may Creativity
We asked our selves exactly what it means to end up being your genuine self. Will it be if you’re vulnerable otherwise whenever you are strong? Confident otherwise doubtful? The solution i discovered was one are your own correct care about involves getting together with their complete possible while you are letting wade all the goggles. Why? Given that there is no-one to feel a far greater You than just you might.
Even though some labels speak about transform otherwise convenience, Remington encourages the customers to demonstrate its correct and you will actual selves, no matter what the ramifications. This is one way genuine boldness seems.