Sensed – Skills, method and creative build

Romania is a patriarchal nation where in actuality the male is actually much from required to acquire themselves. “You’re hard intercourse, never scream, try not to show off your thoughts, get a better “man” work, become difficult, suck it!” try a dialogue in every single nearest and dearest. The newest promotion suggestion: dilemmas these types of stereotypes and you can promote Romanian males to-get on their particular by way of relatable reports.

THEME/Chance

A worldwide rebranding looked to aside end up being the no. 1 chance for Remington to own a special sound from inside the Romania. It actually was Remington’s earliest interaction promotion into the Romania, shortly after numerous years of quiet. Of course, the work included multiple dreams: in order to revitalize Remington’s images in to the Romania, so you can get noticed conversation regarding brand and so you can raise sales delivering the character products.

Look

Remington’s target is an elementary audience men and women, 18 to forty-five years of age. Yet not, search proved that males pages imagine the company immediately after brand new a brand for women. With such as for example a fascinating you’ll be able to in the future, i paign and you may mostly target him or her. This, that have at heart an element of the expectations: display screen the message out of rebranding, adjust they in the region, in lieu of forgetting products that was in fact for the attract once the an excellent outcome of the expertise intended for women and men.

Remington strategy spoke from the vulnerability and you can attention-acceptance in to the Romania, good patriarchal country where the male is named the difficult gender and you can anyone since the weakened gender. All of our promotion challenged it effect and stereotypes if you find yourself you are improving conversion process with Remington. I wished to do into the one’s internal convinced doubts that assist people, particularly men, have the courage so you can thing social stereotypes and construct a lifetime of their own “Indrazneste sa fii TU!” – campaign’s tagline calculated by the internationally position try practically claiming “challenge end up being yourself”.

Overall 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 towards the worry about-like and mind-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 tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you will social pressures impacting 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 Fb page.

Testing – Feeling

The organization attained one another worth and also you feeling. Approach tell you: 5 million some body achieved. 700,one hundred thousand feedback. 73,100 personal things. the first step,600 pure progress towards the Remington’s Instagram subscription. Male activities sales became of the twenty-four% and lady situations sales enhanced because of the 7%. “I am absolutely in love with it promotion”. “Remington performed and therefore cool matter. We want much more!”. www.datingmentor.org/nl/kinkyads-overzicht/ “Perhaps one of the most real tricks after you consider brand new Romania not too long ago”.

Advancement And you may Innovation

I requested our selves just what it a method to find yourself becoming your own proper attention. Could it be if you’re insecure otherwise while solid? Sure or suspicious? The answer we discover is one able to acquiring the genuine see inquiries getting together with all your prospective when you discover oneself permitting wade all the goggles. Why? Because there’s absolutely no-one to become a much better You than simply you might.

Although some brands speak about change or simplicity, Remington prompts individuals to exhibit its correct and you may real selves, no matter the effects. This is the way genuine boldness seems.