Romania is a good patriarchal country where men are not encouraged become themselves. “You will be the difficult intercourse, dont cry, usually do not express your emotions, rating a great “man” jobs, getting difficult, draw it!” is actually a conversation in almost every family members. New campaign idea: difficulties this type of stereotypes and you will motivate Romanian boys getting themselves as a consequence of relatable reports.
THEME/Possibility
A major international rebranding turned to away be the primary chance of Remington to have its own sound inside the Romania. It had been Remington’s earliest interaction venture in Romania, after many years of silence. Without a doubt, the task was included with numerous hopes and dreams: so you’re able to revitalize Remington’s picture in the Romania, so you can glow discussion within the brand and to improve sales getting its champion products.
Research
Remington’s target was a standard audience of men and women, 18 to help you 45 years of age. However, search turned-out that male people thought of the company as the a brand for ladies. Which have like an interesting prospective in the future, i paign and you can primarily address her or him. This, with in mind an element of the expectations: express the content out-of rebranding, adapt it locally, versus neglecting these products that were for the focus by way of all of our plans aimed at gents and ladies.
Remington venture spoke from the vulnerability and you may worry about-greeting during the Romania, an effective patriarchal country in which guys are seen as the difficult gender and you will people since weakened gender. Our campaign challenged which impact https://sugar-daddies.net/sugar-daddies-usa/oh/columbus/ and stereotypes if you find yourself improving sales to have Remington. We wanted to create towards the an individual’s interior thinking doubts and help individuals, particularly guys, feel the bravery so you’re able to difficulties societal stereotypes and create a lives of their own “Indrazneste sa fii TU!” – campaign’s tagline motivated by the international positioning are actually claiming “challenge is 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 tales regarding the care about-like and you may care about-anticipate. 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 age, motherhood and you can social pressures that affect 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 Facebook page.
Assessment – Impact
The company gathered both respect and dazzling organization perception. Strategy efficiency: 5 million someone hit. 700,100 viewpoints. 73,100 societal relationships. step one,600 all-natural progress towards the Remington’s Instagram account. Male issues conversion grew of the twenty four% and you may ladies facts transformation expanded by seven%. “I’m undoubtedly in love with this campaign”. “Remington performed it cool thing. We are in need of more!”. “One of the most real procedures into the Romania not too long ago”.
Development And you may Invention
We expected our selves just what it ways to end up being your genuine self. Will it be if you’re vulnerable otherwise whenever you are strong? Confident or doubtful? The solution we located are one are their real worry about involves interacting with the complete prospective if you’re letting go all goggles. Why? Since no person can feel a far greater You than you might.
However some labels discuss changes or ease, Remington encourages the customers showing their real and you can genuine selves, whatever the effects. This is one way actual boldness looks.
