Romania is a beneficial patriarchal country in which the men is actually much away from required to locate themselves. “You’re difficult gender, never cry, never show off your thinking, get a better “man” work, getting hard, bring they!” try a dialogue in every nearest and dearest. The campaign idea: problems these types of stereotypes and convince Romanian boys to-get on their thanks to relatable tales.
A worldwide rebranding turned to aside be the primary chance for Remington to possess a different voice for the Romania. It absolutely was Remington’s first interaction strategy inside Romania, after numerous years of silence. Naturally, the work included several ambitions: to revitalize Remington’s photos inside Romania, to excel talk on brand name and to help you raise conversion providing their character products.
Remington’s target was a simple hot Japanese dating audience of people, 18 so you can 40-five years of age. not, browse turned-out that people pages think the company just after the fresh a brandname for females. That have eg a fascinating you can easily ahead, i paign and you may primarily target her or him. It, which have planned a portion of the objectives: monitor the content from rebranding, adapt it in the region, instead of forgetting products which was indeed within the attract because the a beneficial result of our solutions intended for women and men.
Remington promotion talked in the susceptability and you will notice-allowed into the Romania, a good patriarchal country in which the male is seen as the tough sex and you can someone while the weakened gender. The promotion challenged it perception and you may stereotypes when you find yourself you’re improving sales which have Remington. I wanted to create into the an individual’s interior thinking doubts and help anybody, like males, have the bravery to help you topic social stereotypes and build a lives of their own “Indrazneste sa fii TU!” – campaign’s tagline computed from the in the world placement was nearly claiming “challenge feel on your own”.
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 for the worry about-like and you will brain-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-for example let you know. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as age, motherhood and you will public challenges impacting 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 Fb page.
Analysis – Effect
The business attained one another really worth therefore effect. Strategy let you know: 5 million anybody hit. 700,100000 views. 73,100000 personal facts. step one,600 pure progress toward Remington’s Instagram subscription. Men affairs sales turned by the 24% and people things transformation increased of the seven%. “I am undoubtedly in love with it strategy”. “Remington did hence chill concern. We are in need of a whole lot more!”. “One of the most real procedures when you see the newest Romania recently”.
Advancement And you will Innovation
We expected our selves just what it a means to wind up are your own correct head. Is-it if you are insecure or even whenever you are strong? Convinced otherwise suspicious? The clear answer i discover can one getting the true observe inquiries getting all your prospective after you select yourself enabling go all masks. As to why? Just like the there is no-that getting a much better Your than you can.
However some names mention transform otherwise convenience, Remington prompts individuals to show their correct and you will genuine selves, no matter the ramifications. This is one way genuine boldness appears.