Unconventional Marketing Channels

Hims & Hers developed a proprietary marketing strategy focused on creating and owning advertising inventory rather than relying on auction-based platforms like Facebook and Instagram. This approach aims to reduce dependency on traditional digital marketing channels while targeting specific demographics in contextually relevant locations.

Key Points:

• Core Strategy: Create vs Buy Inventory

  • Marketing team seeks opportunities to own advertising relationships
  • Focus on finding unique, underutilized spaces
  • Direct relationships with venues/properties instead of using third-party agencies

• Location-Based Targeting:

  • Match products to contextually relevant locations:
    • ED products - Stadium urinals
    • Hair loss products - Gym locker rooms
    • Birth control - Women-specific locations
    • Acne products - Female-focused environments

• Creative Implementation Examples:

  • Bar coaster program
    • Replaced traditional beer coasters with branded versions
    • Implemented in New York and San Francisco bars
    • Mix of individual bar relationships and distributor partnerships

• Strategic Advantages:

  • Reduces dependence on auction-based marketing platforms
  • Creates unique, ownable marketing channels
  • Allows for long-term relationship building
  • Avoids saturation and rising costs of digital platforms

• Execution Approach:

  • Direct negotiations with property owners
  • Mix of individual venue relationships and scaled partnerships
  • Requires longer-term planning and investment horizon
  • Empowers team to identify creative opportunities