Romania try a beneficial patriarchal nation where in fact the male was far of necessary to track down themselves. “You are the hard sex, never shout, usually do not show off your ideas, get a good “man” work, getting tough, bring it!” was a dialogue in almost every family members. The new strategy tip: difficulties this type of stereotypes and you may motivate Romanian boys to-get on her owing to relatable stories.

THEME/Possibility

An international rebranding looked to aside function as the number 1 chance of Remington having an alternate voice within the Romania. It absolutely was Remington’s first interaction promotion into the Romania, immediately after several years of silence. However, the work included several desires: so you’re able to revitalize Remington’s photos in to the Romania, in order to stick out dialogue in the brand and so you can increase conversion process bringing their champion product lines.

Browse

Remington’s address is a simple listeners men and women, 18 to 40-5 years of age. However, browse ended up one people profiles envision the brand after this new a brand for females. Having for example an appealing possible in the future, i paign and mainly address them. This, having planned the main expectations: monitor the message away from rebranding, adjust they in your community, rather than neglecting items that was in fact inside desire while the a beneficial outcome of the options meant for people.

Remington strategy talked on vulnerability and you can head-greeting inside Romania, an excellent patriarchal nation in which the male is recognized as the difficult intercourse and some one as weaker gender. Our very own promotion confronted it impression and you can stereotypes if you find yourself you are improving conversion which have Remington. We planned to manage towards the your internal thinking second thoughts which help anyone, such as for example boys, feel the courage so you can issue personal stereotypes and construct a life of their own “Indrazneste sa fii TU!” – campaign’s tagline computed of the internationally placement are virtually stating “dare feel oneself”.

Abilities

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 reports for the thinking-love and notice-allowed. 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 reveal. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as ages, motherhood and you will public pressures impacting female 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 Myspace page.

Investigations – Impression

The firm achieved each other worth and you impact. Means show: 5 million anyone attained. 700,100000 feedback. 73,100 personal products. the first step,600 absolute improvements into the Remington’s Instagram subscription. Men factors sales turned because of the twenty four% and you can lady things sales improved by seven%. “I’m seriously crazy about they campaign”. “Remington performed which chill question. We need even more!”. “Perhaps one of the most authentic strategies when you see the brand new Romania recently”.

Advancement And you will Advancement

We questioned ourselves exactly what it an easy way to become getting your own correct notice. Is-it if you are vulnerable or even when you’re solid? Pretty sure otherwise doubtful? The answer i look for can one having the genuine see concerns getting together with your entire prospective once you come across yourself permitting wade all masks. As to why? Because the there isn’t any-one to getting a better Your than simply you could potentially.

Although some labels talk about alter otherwise convenience, Remington encourages the people to exhibit its true and you may real selves, regardless of implications. This is why legitimate boldness appears.