Romania are an excellent patriarchal country where the male is certainly not advised become themselves. “You are the tough sex, try not to cry, you should never show your emotions, score an effective “man” occupations, become tough, suck it!” are a conversation in most family unit members. The new promotion tip: difficulties this type of stereotypes and you may inspire Romanian people becoming by themselves due to relatable stories.
THEME/Options
An international rebranding turned to away be the best window of opportunity for Remington to own its very own voice inside the Romania. It had been Remington’s first telecommunications promotion in the Romania, just after numerous years of quiet. Obviously, the task included several goals: so you’re able to renew Remington’s picture within the Romania, to sparkle conversation within the http://www.datingmentor.org/escort/temecula/ brand name and to improve sales to possess their champion product lines.
Browse
Remington’s address are a broad audience of individuals, 18 so you’re able to forty-five yrs . old. not, lookup ended up one men people imagined the brand just like the a brand name for women. Which have particularly an appealing potential to come, i paign and you can primarily target them. All of this, with at heart part of the objectives: promote the content off rebranding, adapt it in your area, as opposed to forgetting these products that have been during the focus owing to the systems aimed at women and men.
Remington venture talked in the vulnerability and you can thinking-desired for the Romania, an excellent patriarchal country where men are thought to be the tough intercourse and you may people because the weaker intercourse. Our promotion confronted this feeling and you may stereotypes when you’re boosting conversion process to own Remington. I wished to make toward a person’s interior mind second thoughts and help anyone, specifically men, have the courage to problem public stereotypes and build a lifestyle of their own “Indrazneste sa fii TU!” – campaign’s tagline determined by the globally positioning is actually literally claiming “dare to be oneself”.
Execution
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 about care about-love and you can self-enjoy. 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-love show. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you may personal challenges affecting women 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 Facebook page.
Evaluation – Impact
The brand gained each other admiration and you may spectacular company feeling. Venture overall performance: 5 billion somebody attained. 700,100 viewpoints. 73,one hundred thousand social relationships. 1,600 organic growth with the Remington’s Instagram account. Male situations conversion process grew by the 24% and ladies things transformation increased of the 7%. “I’m definitely crazy about which venture”. “Remington performed which chill question. We truly need a whole lot more!”. “Probably one of the most real tips from inside the Romania lately”.
Innovation And you may Advancement
We asked ourselves what it means to end up being your true care about. Is-it if you are vulnerable otherwise while you are good? Pretty sure or doubtful? The clear answer i discovered is that becoming the correct worry about relates to getting together with their full possible if you’re letting go all the goggles. As to the reasons? Given that no one can feel a better You than you could.
Though some names discuss changes or convenience, Remington encourages its users to demonstrate their correct and actual selves, whatever the implications. This is how real boldness seems.
