Considered – Information, means and inventive concept

Considered – Information, means and inventive concept

Romania is actually an excellent patriarchal nation in which guys are not encouraged is by themselves. “You might be the hard gender, don’t shout, cannot show how you feel, rating good “man” employment, become tough, draw it!” is a conversation atlanta divorce attorneys household members. New promotion tip: difficulties this type of stereotypes and you will promote Romanian men become by themselves thanks to relatable tales.

THEME/Chance

A global rebranding looked to away end up being the perfect chance for Remington to have a unique sound into the Romania. It absolutely was Remington’s very first correspondence strategy during the Romania, immediately after several years of quiet. However, work was included with numerous hopes and dreams: so you can refresh Remington’s visualize into the Romania, to sparkle talk within the brand name and to increase conversion process to have its champion products.

Research

Remington’s target try a general audience of men and sugardaddy women, 18 in order to forty-five years old. But not, browse turned-out one to men consumers seen the brand since a brand name for women. Which have such as for instance an appealing prospective ahead, i paign and you may mainly address him or her. All of this, which have in your mind the main expectations: share the message regarding rebranding, adjust they locally, without forgetting the items which were when you look at the attention as a consequence of our projects geared towards women and men.

Remington strategy talked from the vulnerability and you may worry about-allowed into the Romania, an excellent patriarchal nation where men are seen as the difficult gender and you will lady while the weakened gender. The venture challenged so it feeling and you can stereotypes if you are boosting sales to have Remington. We wished to generate into an individual’s inner worry about second thoughts that assist people, specifically males, feel the courage to help you difficulty personal stereotypes and build a lifetime of one’s own “Indrazneste sa fii TU!” – campaign’s tagline passionate of the internationally positioning is virtually saying “challenge to get 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 reports about notice-like and you may thinking-welcome. 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 may personal pressures which affect 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 Myspace page.

Investigations – Impression

The company gained each other regard and you can amazing company impression. Campaign results: 5 billion anyone reached. 700,100 viewpoints. 73,000 societal relations. step 1,600 natural increases to the Remington’s Instagram account. Men points transformation grew of the 24% and you will people circumstances transformation became by the 7%. “I am undoubtedly in love with this promotion”. “Remington performed it cool point. We are in need of a lot more!”. “Probably one of the most genuine procedures when you look at the Romania lately”.

Invention And you may Innovation

We asked our selves what it ways to be your true self. Could it possibly be when you find yourself vulnerable otherwise while solid? Pretty sure or skeptical? The solution i discovered try one becoming the genuine mind pertains to getting together with their full potential when you find yourself letting wade all of the goggles. As to why? Since the no-one can feel a far greater Your than simply you might.

Although some labels mention change otherwise convenience, Remington encourages their users to demonstrate the correct and genuine selves, regardless of ramifications. This is how real boldness appears.

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