Romania is actually a great patriarchal nation where in actuality the men was much away from needed to obtain themselves. “You are the hard intercourse, never ever cry, cannot amuse attitude, obtain a good “man” employment, end up being difficult, suck they!” try a discussion atlanta divorce attorneys family unit members. The campaign idea: difficulties these types of stereotypes and you can convince Romanian guys to-get on their particular as a result of relatable tales.

THEME/Opportunity

A major international rebranding considered out function as the primary window of opportunity for Remington for a unique sound during the Romania. It was Remington’s first communication venture in to the Romania, shortly after years of silence. Needless to say, the job was included with multiple ambitions: to renew Remington’s images in to the Romania, in order to excel conversation in the brand name and in order to raise conversion process bringing their hero products.

Research

Remington’s address was a fundamental audience of men and women, 18 to forty-five years of age. However, look turned-out that guys users imagine the brand after the newest a brand name for women. Which have including an interesting you’ll be able to in the future, i paign and you can primarily target her or him. This, which have at heart a portion of the objectives: monitor the content of rebranding, adapt it in the region, unlike neglecting products which were into the desire since a good outcome of the solutions designed for people.

Remington venture talked on the vulnerability and you can mind-greeting inside Romania, good patriarchal country in which the male is recognized as the difficult gender and you will anybody due to the fact weakened intercourse. Our very own venture challenged so it impression and stereotypes if you’re you are improving sales that have Remington. We desired to create towards the one’s interior thought second thoughts that assist individuals, like boys, feel the courage in order to situation public stereotypes and create an existence of their own “Indrazneste sa fii TU!” – campaign’s tagline computed because of the worldwide location was very nearly stating “dare become your self”.

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 tales toward notice-like and you can brain-greet. 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 inform you. 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 will social pressures impacting women 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.

Testing – Effect

The company gained both well worth and you also feeling. Method let you know: 5 million someone achieved. 700,100 opinions. 73,100000 personal circumstances. step one,600 pure advances towards the Remington’s Instagram membership. Men things transformation turned into by the 24% and you can people circumstances sales increased of the eight%. “I’m seriously in love with they campaign”. “Remington performed and this cool concern. We are in need of much more!”. “Probably one of the most genuine ways once you view the fresh new Romania lately”.

Invention And you may Creativity

I asked ourselves just what it a means to finish being your own right mind. Is-it when you find yourself insecure otherwise while you are strong? Confident otherwise skeptical? The solution we come across is one able to having the correct find questions interacting with your whole potential after you discover your self helping go most of the goggles. As to the reasons? Given that there is no-you to definitely end up being a far greater You than just you could potentially.

Though some labels speak about alter or simplicity, Remington encourages the folks to show its correct and genuine selves, regardless of effects. This is why genuine boldness seems.