Santa Video Marketing Pivot

A story about how Manscaped pivoted their marketing strategy from serious messaging to humorous content.

"We started off messaging like 'dudes, you should do this because it's good for you, you'll feel better' and none of that resonated. We spent about $50,000 on marketing over 3 months to realize that didn't work.

We changed gears and realized we had to figure out how to communicate with men differently. Men don't stand around the water cooler talking about skincare or hygiene, but they'll talk about funny things that entertain them.

So we created our first video with Santa Claus trimming. It was in an apartment, and our VP of marketing dressed up as Santa with his pants down at his ankles. The camera was panning, and it looked like snow falling down indoors. As you pan out, you see Santa's legs and hear this buzzing sound. We had someone sprinkling fake white hairs onto the ground while pulling back the camera.

We ran it on Facebook and YouTube, tracking CPMs and clicks. We had to be really observant with conversion optimization and make sure the leads closed when they got to the site. Early on, we were looking for signals from our male audience, and one of our key pillars was 'when you trim the bush, the tree stands taller.' That was an important motivation factor for them."