One man, every hour, every day is diagnosed with testicular cancer. So why is something so common still so hard to talk about? MANSCAPED, a brand that knows its way around taboo topics, set out to change that. Through its longtime partnership with the Testicular Cancer Society (TCS), MANSCAPED is working to normalize conversations about the disease and raise awareness around the importance of early detection and regular self-screening.
Timed with Testicular Cancer Awareness Month in April, MANSCAPED rolled out a 360° campaign across both the U.S. and Canada. The initiative introduced a special TCS edition of its best-selling trimmer, The Lawn Mower® 5.0 Ultra, and a TCS-inspired colorway of its popular Boxers 2.0, modeled by real testicular cancer survivors in the campaign photoshoot. Putting men’s health in the fast lane, MANSCAPED and TCS teamed up with NASCAR driver Josh Bilicki at the Food City 500 where his Ford Mustang Dark Horse took to the track wrapped in the signature purple hue of testicular cancer awareness. To further its impact, MANSCAPED donated $50,000 to TCS in support of the nonprofit’s global mission to fight the disease, spread awareness, and save lives.
Rooted in its mission to help men look good, feel good, and do good, MANSCAPED takes pride in using its platform for purpose. The goals of this campaign were to raise awareness for testicular cancer and TCS and drive engagement with MANSCAPED’s content reminding men - and showing them how - to check themselves.
Every October, our feeds are flooded with pink for Breast Cancer Awareness Month. Wouldn’t it be powerful if we could spark the same visibility for the most common cancer affecting young men? That’s exactly what MANSCAPED and its longtime partner, the Testicular Cancer Society, aim to do – unleashing a wave of purple each April for Testicular Cancer Awareness Month. When caught early, testicular cancer has a 99% survival rate, which makes awareness, early detection and self-screening so important. As the pioneer of the groin grooming category, MANSCAPED is no stranger to conversations others might shy away from, making it the perfect partner to amplify this lifesaving message. This year, the brand launched a fully integrated campaign, “Don’t Forget About the Balls” a cheeky yet friendly reminder that checking in might just save your life.
The message came to life across MANSCAPED’s owned channels through entertaining and informative content, plus impactful extensions like influencer collaborations, attention-grabbing podcast reads, and several “how to” YouTube videos. A dynamic partnership with NASCAR driver Josh Bilicki took things into high gear, decking out his car and crew in TCS purple and creating pit stop-inspired self-check content (after all, it takes less time to check yourself for testicular cancer than a NASCAR pit stop). Shared broadly across MANSCAPED, TCS, Bilicki’s personal page, and his racing team, Garage 66’s social channels, the content amassed hundreds of thousands of views, amplifying the message to audiences well beyond our own community.
Together, these efforts fueled buzz, sparked conversation, generated press, and most importantly, ensured the message “to check yourself” was impossible to miss.
With the primary goal of raising awareness around testicular cancer, the campaign delivered measurable impact across every channel. Through organic social media efforts, MANSCAPED secured 869K impressions and 16K engagements (likes, comments, shares, and saves). Posts within the brand’s private Facebook group, the MANSCAPED Ballers, reached more than 28K members and drove 17K engagements. PR efforts amplified the campaign message further, securing 28 press placements and generating 56M UVM. Paid media extended visibility, driving an additional 662M impressions, 2.9M clicks, and 40K shares. The campaign also contributed to a 1,726% increase in TCS social media impressions and a 20% increase in traffic to the TCS site during the month of April.
To further amplify awareness, MANSCAPED leveraged its strong creator network, working with influencers like Scotty Scheller and Michael Wittig. In total, 96 influencer campaigns went live, complemented by 61 podcast reads from talent including Steve-O and Bussin’ with the Boys, bringing the message to highly engaged audiences. The brand also connected directly with its community through seven dedicated email campaigns, sending 9M emails that achieved a 19% average open rate and 35K clicks.
