Romano puts awkwardness behind the screen, to bring compliments to men

Romano, a male grooming brand in Vietnam, launched a campaign to engage consumers and raise brand awareness.

Campaign details

Brand: Romano / Wipro UnzaLead agency: Leo Burnett VietnamRegion: APAC

Objectives

In 2015, male grooming (Shampoo, Shower Gel, Deodorant and Face Wash) spent to the tune of over $40m on traditional media (source: Kantar data). Still the category is barely scratching the surface, as 77% of men are comfortable using unisex or female shampoo brands.

We wanted to make Romano 'the preferred men's grooming brand', among both men and women.

Campaign objectives:

  1. Drive buzz through digital engagement;
  2. Convert Awareness into greater Trials and BUMO.

Target audience

To reach our consumers (Men, aged 18-...

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