Planning – Skills, strategy and inventive concept

Romania is actually a patriarchal country in which men are anything but advised to be themselves. “You are the tough intercourse, you should never cry, try not to express your feelings, rating a good “man” employment, become difficult, bring it!” is a discussion in almost every members of the family. The new venture tip: problem these stereotypes and you will encourage Romanian guys to be themselves using relatable stories.

THEME/Possibility

A worldwide rebranding considered out end up being the perfect chance for Remington to have its own voice during the Romania. It had been Remington’s earliest interaction promotion from inside the Romania, immediately following many years of quiet. Obviously, the job was included with multiple aspirations: so you’re able to revitalize Remington’s visualize inside the Romania, in order to shine talk within the brand name and to increase transformation getting the hero products.

Research

Remington’s address are a general audience of individuals, 18 so you’re able to forty-five yrs old. not, lookup proved one male users imagined the company due to the fact a brand for ladies. That have such as for instance an interesting possible ahead, we paign and you will primarily target him or her. This, having at heart area of the expectations: discuss the content out-of rebranding, adjust they in your area, in the place of neglecting these products which were in desire compliment of our very own programs intended for people.

Remington venture talked throughout the vulnerability and notice-invited in the Romania, a beneficial patriarchal country in which the male is named the difficult sex and you can ladies as weaker intercourse. Our strategy confronted that it perception and stereotypes if you are improving transformation having Remington. We desired to make into the one’s interior care about doubts that assist anyone, especially males, have the courage so you’re able to issue social stereotypes and create a lifestyle of their own “Indrazneste sa fii TU!” – campaign’s tagline determined by the around the globe position is virtually stating “challenge as on your own”.

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 notice-like and you may mind-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-love 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 that affect female 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.

Comparison – Impression

The company achieved each other esteem and you can spectacular organization effect. Promotion efficiency: 5 mil somebody reached. 700,100000 viewpoints. 73,100 personal connections. step one,600 organic development for the Remington’s Instagram membership. Men factors conversion increased by the twenty-four% and females things conversion process increased from the seven%. “I am undoubtedly in love with that it strategy”. “Remington did so it cool question. We need much more!”. “One of the most real tips inside the Romania recently”.

Creativity And you can Creativity

We requested ourselves what it method for end up being your real thinking. Could it possibly be whenever you are vulnerable or if you find yourself good? Convinced or suspicious? The clear answer i found is one to getting your true mind pertains to reaching your own complete potential if you are enabling go every goggles. Why? Because the nobody is able to become a much better Your than you might.

Though some labels discuss changes otherwise ease, Remington encourages its consumers to demonstrate the correct and you can real selves, no matter the effects. This is one way genuine boldness looks.