MANSCAPED
TikTok Channel Strategy (2019 - 2022)
Our founder successfully launched one of the f irst viral brand accounts on the TikTok platform in mid-2019. Through agile content strategies and impactful community engagement aimed at Gen Z men, MANSCAPED became one of the most viral brands on the platform driving massive organic business growth. He leaned into personifying the brand through a core cast of characters that embodied the MANSCAPED brand and created process that ensured the team could produce on-trend content with agility.
THE RESULTS
Over 475,000 followers generated organically
40 million video views from in-house produced content
$1m+ e-commerce revenue attributed directly to TikTok referrals (pre-TikTok Shop)
WHY IT WORKED
MANSCAPED appealed to Gen Z men on the platform by acting as a peer, speaking to their shared humor and interests
Our entertainment-based approach to TikTok was easy to engage with and created familiarity with our audience
Product messaging wasn’t forthright, leading with brand ethos first