Romania is an effective patriarchal country in which guys are certainly not advised to-be themselves. “You will be the difficult sex, never scream, dont display your feelings, score a “man” jobs, getting hard, bring it up!” try a discussion in every single family members. The fresh strategy idea: difficulties such stereotypes and encourage Romanian guys are on their own compliment of relatable reports.
An international rebranding looked to aside function as perfect window of opportunity for Remington to own its voice in Romania. It had been Remington’s first communication campaign from inside the Romania, immediately after numerous years of silence. Without a doubt, the job was included with several hopes and dreams: so you can renew Remington’s picture for the Romania, so you’re able to sparkle talk inside the brand and to improve sales to own their champion products.
Remington’s address was a broad audience men and women, 18 to forty-five years old. However, search turned out you to men customers imagined the company https://www.datingmentor.org/cs/sugar-daddy-cs since the a brand name for females. Having such as an interesting possible in the future, we paign and you can mainly target him or her. All this, with at heart a portion of the objectives: express the message away from rebranding, adapt it in your neighborhood, rather than forgetting products that have been into the appeal through the strategies geared towards people.
Remington strategy talked on the vulnerability and thinking-invited within the Romania, a patriarchal country in which guys are recognized as the difficult gender and you can women as the weakened gender. All of our promotion challenged which perception and you can stereotypes if you find yourself boosting sales to possess Remington. We wanted to build on the one’s interior care about second thoughts which help some one, specifically people, have the bravery so you can problem personal stereotypes and build a life of their own “Indrazneste sa fii TU!” – campaign’s tagline driven from the around the globe position are actually saying “dare becoming oneself”.
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 in the mind-like 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-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 may social challenges that affect people 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 – Effect
The company gathered one another esteem and you will dazzling company impression. Campaign results: 5 billion individuals achieved. 700,100 views. 73,one hundred thousand public interactions. step one,600 organic growth to the Remington’s Instagram account. Men items conversion grew from the twenty four% and you may female products conversion process expanded because of the seven%. “I am seriously in love with it promotion”. “Remington performed that it chill matter. We want so much more!”. “Probably one of the most real tips for the Romania not too long ago”.
Development And you may Development
We requested our selves what it way to end up being your genuine mind. Would it be if you find yourself vulnerable or if you find yourself strong? Pretty sure or doubtful? The clear answer i found is actually that getting the correct notice relates to getting together with your own complete potential if you are letting wade all goggles. As to the reasons? As there is no-one to become a better Your than simply you could potentially.
Although some names discuss alter otherwise convenience, Remington encourages the users showing its correct and you can actual selves, whatever the implications. This is how genuine boldness seems.