Considered – Wisdom, approach and creative design

Romania is an excellent patriarchal nation where the male is not advised are by themselves. “You may be the tough intercourse, don’t scream, dont express your emotions, score a “man” employment, getting difficult, suck it!” try a conversation in most friends. New strategy idea: complications these stereotypes and you can inspire Romanian people getting themselves courtesy relatable stories.

THEME/Options

A global rebranding considered out function as finest window of opportunity for Remington to have its voice when you look at the Romania. It had been Remington’s earliest communication strategy into the Romania, once years of quiet. Obviously, the job included numerous dreams: to renew Remington’s visualize within the Romania, to help you sparkle discussion in the brand and to improve conversion for the hero product lines.

Look

Remington’s address is a general audience of individuals, 18 to forty five years of age. However, research ended up you to definitely male consumers thought the company since a brandname for ladies. With like a fascinating possible in the future, we paign and mainly address him or her. All of this, that have in your mind part of the expectations: share the message from rebranding, adjust they in your area, in place of forgetting the merchandise that have been during the attention by way of our very own strategies aimed at gents and ladies.

Remington campaign talked regarding vulnerability and you may self-desired from inside the Romania, good patriarchal country in which men are thought to be the difficult intercourse and you can people while the weakened gender. Our venture confronted that it impression and you can stereotypes if you find yourself improving conversion process having Remington. I wished to generate to your an individual’s inner self second thoughts that assist anyone, particularly guys, have the courage to help you problem personal stereotypes and build an existence of one’s own “Indrazneste sa fii TU!” – campaign’s tagline motivated by all over the world placement are literally stating “dare to-be oneself”.

Delivery

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 in the worry about-love and you can self-invited. 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 inform 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 may personal demands affecting girls 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.

Assessment – Effect

The brand gained one another esteem and you may dazzling organization impression. Strategy results: 5 mil someone reached. 700,100 feedback. 73,100 social relations. step 1,600 all-natural development into the Remington’s Instagram account. Male issues transformation became of the twenty-four% and you will ladies things conversion expanded of the seven%. “I’m seriously in love with that it promotion”. “Remington performed it cool procedure. We want a great deal more!”. “Probably one of the most authentic campaigns into the Romania recently”.

Innovation And you may Innovation

We questioned ourselves exactly what it way to be your genuine notice. Is-it when you’re vulnerable or if you are good? Convinced otherwise skeptical? The clear answer we discover try you to definitely being your own genuine care about concerns getting together with their complete potential when you are permitting go all of the face masks. As to why? Since there is no-one to feel a better Your than just you can.

Even though some names discuss transform or ease, Remington encourages their users to display the real and you will genuine selves, no matter what the ramifications. This is why genuine boldness appears.