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 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.
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.
MANSCAPED prioritizes shares over traditional metrics like likes or comments for their meme content. They view memes as the "love language" of their audience, shared privately in DMs. A high share count indicates they are successfully creating content that fuels these private conversations, making it their most valuable engagement KPI.
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.
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.
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.
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.