Two-Pillar Marketing Tests

A framework for testing and optimizing marketing campaigns across platforms and website conversion, based on Manscaped's early growth strategy.

Initial Platform Testing (Pillar 1)

• Primary focus on Facebook and Google advertising
  • Track CPM (cost per thousand impressions)
  • Monitor CPC (cost per click)
  • Measure traffic delivery to website
• Segment audience targeting
  • Test different age groups (18-25, 35-40)
  • Create specific video content for each segment
  • Test various call-to-actions per segment

Website Conversion Optimization (Pillar 2)

• Focus on conversion optimization once traffic arrives
• Look for early signals from male audience
• Test different offers and messaging
• Optimize landing pages based on audience response
• Track conversion rates across segments

Key Learnings About Platform Scaling

• Don't assume early Facebook success will scale infinitely
• There are natural "ceilings" on each platform
  • Facebook ceiling
  • Google ceiling
  • Platform-specific limitations
• Need to expand beyond initial targeting
  • Start narrow but plan to broaden
  • Eventually target broader demographics
  • Can't stay in fine-tuned targeting forever

Channel Diversification Strategy

• Start with Facebook/Google as foundation
• Expand to multiple channels for massive scale
  • YouTube (both pre-roll and influencer)
  • Instagram
  • Traditional media (billboards, TV)
  • Sports partnerships (UFC, NASCAR)
  • Influencer marketing (dedicated team of 5)

Current Channel Priority

• Google ranks as most important channel currently
• Facebook/Instagram remains significant
• YouTube provides tremendous view counts
  • Harder to convert to direct traffic
  • Requires multiple ad unit types

This framework emphasizes the importance of systematic testing and the need to diversify marketing channels beyond initial successful platforms for sustainable growth.