MANSCAPED bypasses expensive influencers by building a "Makers Network." They find hungry creators, like film students, and provide a small budget and creative freedom. This approach values strong creative points of view over follower counts, resulting in more authentic and successful organic content.
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Creators argue audiences prefer content with accessible equipment in public spaces. This relatability fosters a sense of community ("I could be on that"), giving them an edge over polished, high-budget studio productions that feel distant to the viewer.
After a viral campaign created by two film students, MANSCAPED is developing a formal feeder program with film schools. The program offers students compensation and school credit, providing them with valuable portfolio experience while giving the brand a continuous pipeline of fresh, motivated creative talent.
To kickstart a content program without a large budget, identify micro-creators (under 25k followers) who have already produced 1-2 viral videos. They've proven they understand the algorithm but are still affordable. Offer a small monthly retainer for high-volume video production to test what resonates.
To achieve authentic, word-of-mouth growth, Olipop's social media strategy intentionally relies on real customers. A full 70% of its content creators are first-timers, not professional influencers. This ensures the brand's messaging feels genuine and resonates with its audience, fostering high brand affinity.
Before asking for a full-time creator headcount, de-risk the investment. Hire a talented creator on a freelance basis with a small budget. Use their initial viral hits and performance data to build a strong business case for a full-time role and a larger budget.
At MANSCAPED, organic social is not measured by direct sales attribution. Instead, its success is defined by its ability to generate earned media, build brand recognition, and foster community. This mindset allows the team to focus on creating culturally resonant content rather than just promotional posts.
To maintain relevance across diverse subcultures, MANSCAPED works with a network of specialized meme creators. Some focus on dating culture, while others monitor deep, niche internet corners for emerging trends. This strategy allows the brand to have a well-rounded, authentic voice without overburdening its internal social team.
MANSCAPED's viral hit succeeded because they empowered creators. Instead of a typical agency process with 15-20 decision-makers, they limited the core team to five people and gave the creators (two film students) final discretion. This "less cooks in the kitchen" approach preserved the creative vision and led to better work.
Instead of targeting macro-influencers, Comfort focuses on micro-affiliates who are more relatable and authentic. This strategy builds a community of creators who are genuinely excited to grow with the brand, leading to more believable content that resonates with a broad audience.
Paying large sums for single placements with mega-influencers is a high-risk gamble. A more effective, scalable strategy is to focus on generating authentic content with nano- and micro-creators. This approach leverages social platform algorithms for distribution and builds more trust.
