MANSCAPED, a US company specializing in men's groin grooming, aimed to launch their most advanced pubic hair trimmer—The Lawn Mower 5.0. The challenge? Mainstream channels won’t allow us to talk about or even show the area this product was designed to address. We aimed to create a campaign that resonated with men and showed them that the brand MANSCAPED truly understood them in a way the category of men’s grooming never had before. And sell a ton of ball trimmers.

In March 2024 we launched a love story. One innocent enough to play on mainstream media but disruptive enough to change perception on men’s grooming. A love story between a man and his balls—aka the Boys. We introduced the world to the Boys, a pair of mini versions of every man, identical in every way but hairstyle and always attached at hip height. We used this visual metaphor to chronicle one man's emotional journey to groin-grooming fulfillment using the MANSCAPED Lawn Mower 5.0 Ultra. Once everyone knew and loved the Boys, we got to work expanding their world. We created an AR filter that allowed every man to proudly share their own Boys while getting educated about hairstyles. We strategically partnered with influencers, like Pete Davidson, and popular podcasts to normalize the topic and inspire men all over the country to give their Boys the love they deserve.

There is one undeniable statistic. 100% of men love their balls. But no brand has ever really captured the emotional connection between men and their balls and launched a conversation about it. To do this, we set about creating a viral video, partnering with influencers and podcasters in the men’s lifestyle space, focusing on universal themes that relate to every man.

We created an ecosystem for The Boys – key placement highlights include: OOH in New York City, UFC 300 Event, The Late Show with Stephen Colbert, Saturday Night Live, The Tonight Show Starring Jimmy Fallon and English Premier League 2024.

We used humor to break the mainstream limitation and connect with men by telling an untold story—the love story between men and their balls. Giving every single man two miniature versions of himself exposing his pubic hair style/situation, we opened up an entire inclusive world applicable for all media, format, and scale. We started with an anthem love manifesto. We then allowed the audience to join the campaign with a filter on TikTok, Instagram, and Snapchat. We also partnered with online influencers and podcasters to normalize the conversation, all to encourage men to talk about it and share their love. The entire campaign went live on March 7, 2024, on broadcast, streaming, digital, social, out of home, and with influencer partnerships, starting over 250 million conversations in the first week.

Over 250 million conversations in the first week

Over 200 million impressions thus far; estimated 1.1 billion by end of campaign

98% positive engagement

An over 400% increase in brand love from the previous month’s reporting period

The brand’s most successful launch, over 20x interactions as the average rate across the brand profile

Retail sales are up 23.7% in March 2024 compared to February 2024

Over 1 million balls trimmers sold (more than 2 million balls shaved)