Romania try an effective patriarchal nation where in actuality the men try much away from required to locate by themselves. “You are the tough sex, never ever shout, dont amuse thinking, get a good “man” business, become hard, draw it!” is a dialogue in just about every relatives. The newest strategy tip: dilemmas these stereotypes and you may encourage Romanian men to-be on their own because of relatable tales.

THEME/Chance

A worldwide rebranding looked to out become number 1 chance for Remington having a unique sound in Romania. It actually was Remington’s basic correspondence campaign inside Romania, just after many years of quiet. Needless to say, work was included with multiple dreams: to help you refresh Remington’s photographs in to the Romania, to help you be noticeable conversation throughout the brand name and in order to increase sales bringing the hero products.

Look

Remington’s target was an elementary audience of individuals, 18 so you can forty-five years of age. However, browse proved that people users imagine the company immediately following this new a brand for women. Which have such an interesting you can easily to come, i paign and you will primarily target her or him. That it, that have at heart an element of the expectations: display screen the message away from rebranding, adjust they in the area, instead of neglecting products that had been into the notice just like the an excellent consequence of our very own possibilities intended for women and men.

Remington promotion talked from the susceptability and you can brain-allowed into the Romania, good patriarchal country in which the male is named the tough gender and anyone due to the fact weaker sex. Our very own venture challenged that it impact and you will stereotypes when you’re you’re boosting conversion with Remington. I planned to perform to the your internal considering second thoughts that assist anyone, such as people, have the bravery in order to issue social stereotypes and construct a lifetime of their own “Indrazneste sa fii TU!” – campaign’s tagline determined because of the international positioning are about saying “dare feel oneself”.

Performance

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 towards thinking-love and mind-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-such show. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as ages, motherhood and you may personal pressures affecting females 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 Twitter page.

Testing – Perception

The firm gained each other really worth and you feeling. Approach inform you: 5 mil anyone reached. 700,100000 views. 73,one hundred thousand personal items. step one,600 pure advances to the Remington’s Instagram registration. Male issues conversion turned because of the twenty-four% and you will ladies products transformation improved by seven%. “I am undoubtedly in love with they strategy”. “Remington did which chill concern. We require significantly more!”. “Probably one of the most real techniques once you check the new Romania recently”.

Creativity And you may Innovation

We asked our selves just what it an approach to become getting your right attention. Is it when you are insecure or even if you find yourself good? Confident otherwise skeptical? The clear answer we select is one able to obtaining the real find issues reaching all your possible after you see your self enabling wade all of the face masks. Why? Because there is absolutely no-one to be a far greater Your than you might.

Even though some names talk about alter otherwise convenience, Remington encourages people to exhibit their genuine and you may actual selves, regardless of the effects. This is how genuine boldness appears.