The Objective
MANSCAPED™, a brand that provides men with high quality self-grooming tools, has established itself as an entertaining, left-of-center, bold brand that does not beat around the bush in their communications. Striving to get their products, both the Lawnmower 2.0 and Lawnmower 3.0, in front of a unique audience, MANSCAPED™ identified TikTok as the perfect platform to achieve awareness in a cost-efficient manner while still utilizing their bold and entertaining brand voice.
The Solution
MANSCAPED™, pioneers on our platform, recognized the potential of TikTok and was one of the first self-serve clients back in May of 2019. They leveraged the tools made available by the TikTok Ad Manager and took strategic control, successfully customizing an approach that would maximize visibility with their core audience. From there, MANSCAPED™ was able to deliver fun, practical, and needed education on the male grooming process through seamlessly integrated In-Feed Ads.
The approach was always-on, cost efficient, and featured creative that felt native to our community's platform expectations. The authentic and ownable creative, optimized for a younger audience, was incredibly funny, and above all, demonstrated product use and raised awareness for both the Lawnmower 2.0 and Lawnmower 3.0. The campaign was anchored by aggressive creative pushes around holidays such as Father's Day, 4th of July, and Christmas.
The Results
MANSCAPED™ enterprising attitude on the platform resulted in staggering cost efficiency from a CPM aspect, which allowed for a massive brand awareness play that resulted in 151 million impressions in front of an eager, unduplicated audience. MANSCAPED™ continued to have an "always on" approach in the TikTok Ads Manager for the last calendar year.
"TikTok has become an integral part of our digital marketing mix since we launched on the auction platform. Not only have we been able to reach a highly engaged audience, but also drive a very efficient customer acquisition cost. We’ve found that the TikTok users enjoy our unique brand voice and personality, which has continued to drive strong performance for us in the last year," said Jenny Broekemeier, Paid Social Manager at MANSCAPED™.
