Romania was a beneficial patriarchal country where in fact the male are much out of needed to find by themselves. “You’re difficult gender, never ever scream, don’t show off your thoughts, get a better “man” employment, getting hard, suck they!” are a discussion in just about every friends. The fresh strategy tip: problems such stereotypes and inspire Romanian people to-get on her thanks to relatable reports https://datingmentor.org/tr/latin-tarihleme/.
THEME/Chance
A major international rebranding looked to aside function as top window of opportunity for Remington for a different voice during the Romania. It actually was Remington’s very first telecommunications strategy inside Romania, immediately after many years of quiet. Without a doubt, the task included numerous desires: to revitalize Remington’s pictures in to the Romania, so you can excel discussion in the brand and so you can raise conversion process getting its hero product lines.
Browse
Remington’s target try a fundamental listeners of individuals, 18 in order to 40-5 years old. However, lookup turned out you to guys users believe the brand just after new a brandname for women. That have such as for instance a fascinating you are able to in the future, i paign and you can mostly address them. It, with planned an element of the expectations: display screen the content regarding rebranding, adapt it in the area, rather than neglecting products that had been inside the appeal because the a result of all of our options intended for both women and men.
Remington strategy talked throughout the susceptability and notice-welcome inside Romania, an excellent patriarchal nation where the male is named the tough gender and you may individuals as weakened sex. Our venture confronted so it impression and you can stereotypes when you find yourself you’re improving transformation which have Remington. I wished to do into the your inner convinced doubts that assist someone, for example boys, feel the bravery in order to procedure personal stereotypes and construct a lifestyle of their own “Indrazneste sa fii TU!” – campaign’s tagline calculated from the international positioning try very nearly saying “challenge feel 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 tales on thinking-like and you may mind-greeting. 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-for example tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as age, motherhood and societal pressures affecting 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.
Evaluation – Effect
The company attained one another really worth and you feeling. Strategy inform you: 5 billion some one hit. 700,100 opinions. 73,one hundred thousand individual things. the initial step,600 pure improvements on the Remington’s Instagram subscription. Men factors transformation turned because of the twenty four% and you can women situations conversion process enhanced by the seven%. “I am certainly in love with it promotion”. “Remington did which chill matter. We require way more!”. “Perhaps one of the most authentic methods once you consider the fresh Romania lately”.
Invention And you can Development
I questioned ourselves just what it an easy way to end becoming your own proper mind. Is-it when you’re vulnerable or even when you’re good? Confident or suspicious? The clear answer i discover is one to obtaining correct observe concerns getting your complete possible once you come across on your own helping wade every goggles. As to why? Once the there is no-that become a better You than simply you can.
Although some brands speak about transform otherwise convenience, Remington encourages the folks to exhibit its real and you will genuine selves, whatever the ramifications. This is how genuine boldness appears.
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