Facing network TV restrictions for its Super Bowl ad, MANSCAPED couldn't use its typical humor. To bridge this gap, their organic social campaign became a meta-commentary on the challenge of making a commercial without mentioning "balls." This engaged their core audience while setting expectations for the mainstream ad.
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MANSCAPED is evolving its brand from a niche "ball trimming" identity to a broader "man care everywhere" position. This strategic shift required them to develop creative that maintained their signature humor without relying solely on their original edgy messaging, a crucial step for long-term growth.
Manscaped deliberately selects influencers who represent an 'everyday man' rather than a polished, idealized masculine stereotype. This counter-positioning against industry giants helps them build a more relatable and authentic brand that redefines masculinity for a new generation.
In a saturated social feed, generic ads fail. Small businesses can win by being creative, funny, or controversial. Their advantage over large corporations is speed and agility, as they can post bold ideas without the layers of legal and board approval that stifle creativity.
Instead of using retail to build awareness, Manscaped waited until they had massive marketing spend. This ensured customers would specifically seek them out in stores, guaranteeing high sell-through for partners like Target and de-risking the move from D2C to physical retail.
To counter a competitor's expensive Super Bowl launch, the Old Spice team posted their ad on YouTube and Facebook the Friday before the game. The ad went so viral over the weekend that it was included in Monday's Super Bowl ad roundups, achieving massive reach for free.
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.
The Equinox ad uses rapid, nonsensical AI-generated-style clips to reflect the current chaotic state of online content. This counter-culture approach critiques the trend while using its aesthetic to grab attention, proving that meta-commentary is a powerful branding tool.
To prevent audience pushback against AI-generated ads, frame them as over-the-top, comedy-first productions similar to Super Bowl commercials. When people are laughing at the absurdity, they are less likely to criticize the technology or worry about its impact on creative jobs.
The traditional "big idea" campaign model is broken. A modern approach starts in the mid-funnel with organic social content. Content that resonates with the algorithm and audience on merit then becomes the brief for both lower-funnel performance ads and upper-funnel brand campaigns, de-risking the entire process.
