there’s only one trimmer on this island.
challenge
Up against fierce competition with seemingly limitless marketing budgets and fickle 18-24 male consumer audience, Wahl® Manscaper needed HY to create full-service campaign to drive engagement and sales. We created a fictitious island: the Nether Region, positioned the Wahl® Manscaper as the safest way to navigate it. And we invited spring breakers (online and in person) to visit it.
human truth
Not all men’s below-the-belt trimmers are alike – some nick, cut or even snag.
idea: the safest way to navigate the Nether Region.
approach
For paid and organic content, we created a series of videos inviting guests to safely visit the Nether Region. For PR, we packed influencers’ suitcases, yes real suitcases, for their journey to the Nether Region. And for college crowds, we took the Nether Region beachside for spring break activations. There were welcome centers where men could learn about safely navigating the Nether Region. Plus, games and giveaways.
highpoint
- We shot a series of videos on green screen with Influencer Matt Ranaudo who played 10 different characters. The first video was a travel show inviting men to travel safely to the Nether Region. The second video shared the departure to the island flying on “Nether Air.” The third video revealed the first glimpses of the photo-real island, before a smooth and safe landing.
highpoint
- We packed influencers suitcases. A retro-style “leather” suitcase direct mailer with a real handle and luggage belt invited influencer to visit the Nether Region. Inside was branded travel swag, the Wahl® Manscaper® and an illustrated Nether Region map (we named ALL the parts of the island).
highpoint
- We created an imaginary airline “Nether Air,” and included a travel brochure featuring photo-real images of “Mount Nether” and “Dingle Hills,” no chance was lost to add mischievous little details, plus a fanny pack and sunnies for the influencers’ visit.
highpoint
- We set up welcome centers where men could learn about safely navigating the Nether Region. A vending machine filled with free Manscapers, some had $2,000 tickets inside.
highpoint
And let’s not forget the Wahl® Manscaper® safety dance.
results
- 43K event visitors
- 7.4MM engagements
- 463MM impressions
