Romania is an excellent patriarchal nation where the male is certainly not encouraged to-be on their own. “You might be the tough gender, never shout, never express how you feel, get good “man” employment, be difficult, draw it!” is a discussion in just about every nearest and dearest. New strategy tip: issue this type of stereotypes and you will encourage Romanian boys to be by themselves compliment of relatable stories.

THEME/Chance

A worldwide rebranding looked to away be the perfect chance for Remington to have its own sound for the Romania. It had been Remington’s first correspondence promotion during the Romania, immediately after numerous years of silence. However, work was included with multiple ambitions: to refresh Remington’s visualize in the Romania, to glow talk inside the brand name and to improve conversion process to possess the champion products.

Browse

Remington’s address are a broad audience of men and women, 18 so you’re able to forty five years of age. Yet not, research proved one to male users detected the brand since a brandname for women. Having particularly a fascinating prospective ahead, i paign and you can primarily target them. All this, with at heart a portion of the objectives: show the message away from rebranding, adjust they in your town, instead of forgetting the merchandise that have been into the desire as a consequence of our very own projects aimed at gents and ladies.

Remington strategy talked throughout the vulnerability and you will mind-anticipate into the Romania, an effective patriarchal country in which men are recognized as the hard sex and you will females because weakened sex. Our venture challenged which impression and you can stereotypes when you are improving sales to own Remington. We desired to generate towards one’s interior mind second thoughts and help somebody, particularly guys, have the courage in order to problem social stereotypes and construct a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline motivated from the around the world location are actually claiming “dare as yourself”.

Execution

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 on the mind-like and you will care about-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 let you know. 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 can social challenges affecting lady 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.

Comparison – Perception

The brand achieved one another esteem and magnificent company perception. Strategy abilities: 5 mil some body attained. 700,one hundred thousand feedback. 73,one hundred thousand societal interactions. step one,600 natural development to your Remington’s Instagram account. Men factors conversion process expanded because of the twenty-four% and you may women facts conversion grew by the 7%. “I am surely crazy about so it venture”. “Remington did so it cool matter. We want a great deal more!”. “Perhaps one of the most real procedures within the Romania recently”.

Development And you may Advancement

We questioned our selves what it way to become your correct notice. Will it be if you find yourself insecure otherwise when you find yourself solid? Confident otherwise skeptical? The solution i discover was that getting their true mind comes to getting together with your full prospective when you are permitting go the masks. As to why? Because nobody is able to feel a better You than you could.

Though some brands explore changes or simplicity, Remington prompts the consumers to exhibit the correct and you may genuine selves, no matter the implications. This is one way real boldness looks.