Marketing Message Testing Evolution

A startup's journey to find the right marketing message for their male grooming product, evolving from serious messaging to humor-based approach.

Initial Marketing Phase (Failed)

• Spent $50,000 over 3 months
• Focused on serious, benefit-driven messaging
  • Emphasized feeling better and health benefits
  • Used traditional Facebook and Google ads
• Result: No resonance with male audience

Pivot to Humor-Based Marketing

• Created first humorous video campaign (Santa Claus trimming)
• Tested across Facebook and YouTube platforms
• Tracked key metrics:
  • Cost per CPM
  • Cost per click
  • Website conversion rates
• Segmented audience testing:
  • Men 18-25 with specific call to actions
  • Men 35-40 with different call to actions

Final Refined Marketing Message ($200-250k Testing)

• Two key successful messages emerged:
  • "When you trim the hedges, the tree stands taller"
  • "Use the right tools for the job"
• Marketing philosophy learned:
  • Need to distill complex concepts into simple, resonant messages
  • Must be fine-tuned for broad audience appeal
  • Important to understand male audience psychology
• Goal evolved beyond just product sales:
  • Aimed to build brand around masculinity and empowerment
  • Wanted to create deeper connection with male audience

Key Learning

• Traditional marketing approaches failed with male grooming products
• Men don't naturally discuss grooming/hygiene topics
• Humor created shareability and engagement
• Required significant investment ($200-250k) to find right message
• Success came from combining humor with practical benefit messaging