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Think – Skills, method and inventive concept

Think – Skills, method and inventive concept

Romania is actually an effective patriarchal nation in which guys are anything but encouraged are by themselves. “You are the tough intercourse, cannot shout, you should never share your feelings, score a beneficial “man” work, getting hard, draw it!” is a discussion in every relatives. The promotion suggestion: problem this type of stereotypes and you may motivate Romanian boys become themselves through relatable reports.

THEME/Options

An international rebranding turned to aside function as finest window of opportunity for Remington to own a unique voice for the Romania. It absolutely was Remington’s very first communications campaign in the Romania, once years of quiet. Without a doubt, the job came with numerous hopes and dreams: to help you renew Remington’s picture inside Romania, in order to sparkle dialogue within brand and to increase transformation having its character product lines.

Lookup

Remington’s target try a standard listeners of men and women, 18 so you’re find rich sugar daddy free able to forty-five years of age. Yet not, research ended up you to definitely men people observed the company while the a brand for women. Having such as for instance a fascinating prospective ahead, we paign and you may primarily address them. All this, having in mind a portion of the expectations: share the content of rebranding, adjust they locally, instead of neglecting products that were inside the desire because of all of our systems intended for women and men.

Remington campaign spoke regarding the vulnerability and you will self-enjoy in Romania, a great patriarchal nation where the male is recognized as the tough gender and you may women as weaker sex. All of our campaign challenged which impression and you may stereotypes when you find yourself boosting transformation to possess Remington. We planned to create towards the an individual’s interior thinking second thoughts that assist some body, particularly boys, have the courage so you’re able to difficulty public stereotypes and construct a lives of one’s own “Indrazneste sa fii TU!” – campaign’s tagline inspired of the all over the world positioning are practically stating “challenge getting on your own”.

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 stories in the care about-love and you may notice-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 years, motherhood and you can social pressures which 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 – Impact

The company achieved each other admiration and you may spectacular team perception. Strategy performance: 5 mil anyone hit. 700,000 viewpoints. 73,100000 societal connections. 1,600 all-natural growth for the Remington’s Instagram account. Male items sales grew by 24% and you can people points conversion process grew by eight%. “I am certainly in love with so it strategy”. “Remington performed which chill procedure. We want a great deal more!”. “One of the most real strategies when you look at the Romania recently”.

Development And Development

We questioned our selves just what it ways to be your true thinking. Can it be if you are vulnerable otherwise while strong? Sure or skeptical? The answer i discovered is actually one to getting your own true notice relates to getting the full prospective whenever you are letting go all of the goggles. As to the reasons? Due to the fact no person can become a much better You than simply you might.

Even though some brands talk about transform otherwise simplicity, Remington encourages its users to show its true and actual selves, no matter what the ramifications. This is the way genuine boldness seems.

January 18, 2023

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