Romania are a great patriarchal nation the spot where the male is actually much out-of needed discover on their own. “You’re tough intercourse, never scream, cannot put on display your thoughts, get a good “man” business, feel difficult, draw it!” is a discussion in every single loved ones. The new campaign idea: trouble these stereotypes and you may promote Romanian men to-be on her courtesy relatable reports.
A major international rebranding considered out end up being the top opportunity for Remington getting a new voice inside the Romania. It was Remington’s earliest communications venture inside Romania, once many years of quiet. However, the task included multiple aspirations: so you’re able to rejuvenate Remington’s photographs into the Romania, so you’re able to be noticeable talk about brand and to help you raise sales providing their character product lines.
Remington’s address is a standard audience of men and women, 18 to 40-5 years old. Yet not, research proved you to definitely guys profiles envision the brand once the fresh new a brand for females. That have such as for example an interesting you’ll be able to in the future, i paign and you will generally target him or her. Which, which have in mind a portion of the expectations: screen the message from rebranding, adapt it in your community, instead of neglecting products that were inside the interest as a great results of our very own solutions meant for women and men.
Remington strategy spoke throughout the susceptability and you can mind-enjoy in to the Romania, good patriarchal country in which men are recognized as the difficult intercourse and you may some body because weakened intercourse. The venture sexy LDS dating challenged which impression and you will stereotypes when you are you are boosting conversion that have Remington. We wanted to manage into one’s internal convinced doubts which help people, eg people, feel the bravery so you’re able to topic societal stereotypes and create an existence of one’s own “Indrazneste sa fii TU!” – campaign’s tagline determined from the around the world location try about saying “dare feel your self”.
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 towards notice-love and you can notice-anticipate. 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 may personal demands impacting ladies 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 Fb page.
The company attained both worth and you also effect. Approach show: 5 million somebody attained. 700,100 views. 73,100000 individual points. the first step,600 pure advances on the Remington’s Instagram registration. Men facts transformation became from the twenty four% and you may people circumstances conversion enhanced by seven%. “I am surely crazy about they campaign”. “Remington performed and that chill question. We are in need of a great deal more!”. “Probably one of the most authentic procedures when you look at the fresh Romania recently”.
I asked ourselves just what it an easy way to find yourself getting their correct mind. Can it be when you find yourself insecure if not when you are strong? Confident or suspicious? The answer we see is one to acquiring the true observe concerns interacting with your complete possible after you come across oneself helping wade the masks. As to the reasons? While the there isn’t any-one to end up being a better Your than just you can.
However some brands discuss change or ease, Remington prompts the individuals showing its real and you will actual selves, regardless of the implications. This is the way genuine boldness seems.