Romania try an excellent patriarchal country in which the men is actually much from demanded to acquire on their own. “You’re tough gender, never cry, you should never amuse ideas, get a good “man” job, feel hard, draw they!” was a discussion in almost every relatives. Brand new promotion idea: problems this type of stereotypes and you may encourage Romanian guys to-get on their particular compliment of relatable tales.
THEME/Possibility
An international rebranding turned to away be the top opportunity for Remington having a different sort of voice inside Romania. It absolutely was Remington’s very first interaction promotion into the Romania, after numerous years of quiet. However, the work was included with numerous dreams: so you’re able to revitalize Remington’s photo in to the Romania, to stand out conversation in the brand name and in order to improve sales bringing its character product lines.
Look
Remington’s address was a simple listeners of men and women, 18 in order to 40-five years old. Yet not, browse ended up you to people pages believe the brand after the fresh new a brand name for ladies. With including an interesting you are able to ahead, we paign and you may generally address them. It, having in mind an element of the objectives: display screen the content out-of rebranding, adjust it in the region, instead of neglecting products that was indeed in notice once the good outcome of our very own solutions intended for gents and ladies.
Remington promotion talked from the vulnerability and you can attention-enjoy to the Romania, an effective patriarchal nation in which the male is seen as the hard intercourse and anyone because the weaker gender. Our campaign challenged that it feeling and you will stereotypes whenever https://datingmentor.org/italy-elite-dating/ you are you are improving transformation having Remington. I desired to perform to the your interior considering doubts and help individuals, such guys, have the courage to help you material personal stereotypes and build a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline computed by around the globe position is actually very nearly stating “challenge getting on your own”.
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 self-like and you can brain-welcome. 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 tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as ages, 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 Twitter page.
Assessment – Perception
The organization gained one another value therefore impression. Method inform you: 5 billion individuals hit. 700,000 feedback. 73,one hundred thousand personal facts. step one,600 pure advances to the Remington’s Instagram membership. Male affairs conversion process turned into of the twenty-four% and you may ladies activities conversion process enhanced of the eight%. “I’m seriously in love with they venture”. “Remington performed and that cool question. We want so much more!”. “One of the most authentic tricks once you consider the new Romania not too long ago”.
Development And you will Development
I questioned our selves exactly what it an easy way to become getting your own correct mind. Would it be if you find yourself insecure if you don’t while you are strong? Pretty sure or doubtful? The clear answer we select is one able to obtaining real notice issues getting together with your entire prospective after you pick yourself permitting go all face masks. As to why? As the there isn’t any-you to definitely end up being a better You than simply you might.
However some names discuss change otherwise ease, Remington encourages individuals to exhibit their correct and you can actual selves, regardless of ramifications. This is one way legitimate boldness appears.