Thought – Wisdom, means and inventive layout

Romania was a good patriarchal country where the male is not encouraged becoming by themselves. “You will be the tough gender, cannot scream, cannot show how you feel, rating an excellent “man” jobs, feel tough, suck it up!” are a discussion in every household members. Brand new strategy idea: difficulties such stereotypes and convince Romanian people become themselves thanks to relatable reports.

THEME/Opportunity

A major international rebranding considered aside become best opportunity for Remington for its voice within the Romania. It actually was Remington’s very first communication promotion when you look at the Romania, immediately after years of quiet. Definitely, the job came with several aspirations: so you can rejuvenate Remington’s image within the Romania, to shine talk around the brand name and to improve conversion process to have its champion product lines.

Search

Remington’s address are an over-all audience of individuals, 18 so you’re able to forty five years old. Although not, browse ended up you to definitely men consumers seen the company due to the fact a brandname for females. Having for example an interesting potential to come, i paign and you will primarily target her or him. All this, with in your mind an element of the objectives: communicate the message off rebranding, adapt they in your town, versus forgetting products that were when you look at the focus by way of the systems intended for women and men.

Remington venture spoke regarding the susceptability and you will care about-acceptance within the Romania, an effective patriarchal country where the male is thought to be the difficult intercourse and you may women as the weaker sex. Our very own promotion confronted that it perception and you can stereotypes whenever you are improving sales to possess Remington. I wanted to build for the an individual’s internal notice doubts which help some one, particularly guys, feel the courage to difficulties social stereotypes and create a lives of one’s own “Indrazneste sa fii TU!” – campaign’s tagline passionate because of the globally location are virtually claiming “dare to be yourself”.

Delivery

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 from the thinking-love and you can care about-desired. 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 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 will societal demands affecting ladies 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 gained both respect and magnificent providers impact. Strategy overall performance: 5 billion somebody attained. 700,000 views. 73,one hundred thousand social relations. 1,600 normal development to the Remington’s Instagram membership. Male things conversion process increased of the twenty-four% and you may girls circumstances conversion became by the seven%. “I am seriously crazy about which strategy”. “Remington did so it chill topic. We are in need of a great deal more!”. “Perhaps one of the most authentic ways into the Romania lately”.

Advancement And you will Development

I requested our selves what it way to be your correct care about. Could it possibly be when you are vulnerable or if you are good? Pretty sure or skeptical? The clear answer we found was one to becoming your real mind relates to interacting with the complete possible if you are letting wade every goggles. As to why? Just like the no one can getting a far greater Your than you could.

However some brands discuss change otherwise ease, Remington encourages its customers to display their genuine and you will actual selves, no matter the implications. This is the way genuine boldness looks.