Romania was an effective patriarchal nation in which the male is anything but encouraged becoming on their own. “You happen to be the tough sex, cannot cry, do not display how you feel, score a great “man” occupations, feel difficult, suck it!” try a conversation in just about every family members. This new campaign idea: difficulty these types of stereotypes and you can promote Romanian boys becoming by themselves due to relatable reports.
THEME/Options
An international rebranding looked to out end up being the perfect window of opportunity for Remington getting its very own voice from inside the Romania. It absolutely was Remington’s first communication campaign during the Romania, immediately following many years of silence. However, the task was included with several desires: so you’re able to rejuvenate Remington’s visualize when you look at the Romania, to shine discussion within the brand name and to increase conversion getting the hero products.
Lookup
Remington’s address are a general listeners of people, 18 so you’re able to forty-five yrs old. But not, research turned out that male people observed the brand because a https://sugardad.com/sugar-daddies-usa/tx/austin/ brand for females. Which have instance an appealing possible ahead, we paign and generally target them. All of this, with at heart area of the objectives: discuss the content off rebranding, adjust it in your community, without neglecting products which were within the desire using the systems intended for women and men.
Remington promotion talked regarding the susceptability and you will notice-greeting for the Romania, an excellent patriarchal country in which guys are seen as the hard gender and you will lady because the weakened gender. Our promotion challenged which impact and stereotypes if you’re boosting conversion process for Remington. We wanted to build into one’s interior mind second thoughts which help people, specifically people, feel the courage so you can issue social stereotypes and construct a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline passionate by the internationally location is actually literally claiming “challenge to get oneself”.
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 about notice-love and you may care about-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 many years, motherhood and you will societal demands that affect 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.
Analysis – Effect
The brand achieved one another respect and you may spectacular organization feeling. Strategy overall performance: 5 million somebody achieved. 700,100 views. 73,one hundred thousand societal connections. 1,600 normal gains towards Remington’s Instagram account. Men issues conversion process became of the twenty four% and you can lady factors conversion process increased from the eight%. “I am positively crazy about that it campaign”. “Remington did it cool procedure. We want much more!”. “Probably one of the most authentic ways from inside the Romania lately”.
Creativity And you may Advancement
We asked our selves just what it method for end up being your genuine notice. Could it be whenever you are vulnerable otherwise whenever you are strong? Convinced or doubtful? The answer we discover try you to definitely being the correct self concerns interacting with the full prospective when you find yourself letting go all goggles. As to the reasons? Just like the nobody can end up being a far greater Your than you might.
Even though some labels talk about change or ease, Remington prompts the users to display its genuine and real selves, regardless of the implications. This is how actual boldness appears.
Нет Ответов