Grooming ‘down there’ can be scary, especially with the wrong tools. In fact, millions of guys experience nicks and cuts every year due to inferior grooming products. That’s why Wahl invented the Manscaper. With its patented features, it’s the safest tool for below-the-belt grooming on the market. To help drive demand for the product at Walmart, Wahl enlisted Hoffman York (HY) to create a campaign that would build awareness among men, aged 18-34, who shop at Walmart during the prime body-grooming consideration season – spring.
Through a combination of efforts that supported Pop-Up Activation Events, HY’s objective was to engage our target demographic and accomplish the following objective: Generate 300 million online impressions, 15,000 online engagements and 35,000 in-person impressions.
The target demographic and timing aligned perfectly with opportunities surrounding college students and Spring Break, especially since HY knew that even before they step foot on the beach, college guys sweat the thought of nicking themselves when grooming below the equator. This is why HY positioned the Wahl Manscaper as the safest tool for below-the-belt grooming with a travel-themed campaign centered around safely navigating one’s “nether region.” They created a fictional island called the Nether Region, and to help college students perfect their spring break grooming game, Nether Region Welcome Centers popped up at the following locations:
The pop-up locations were chosen based on the universities’ spring break schedules, the climate at the universities during that time, and the media market size of the universities. Each pop-up oasis educated visitors on the Wahl Manscaper’s integrated protection system that promises guys a smooth, snag-free experience as they explore their bushy jungles and uncharted nooks and crannies. The following tactics drew ‘tourists’ in and brought the product benefits to life:
An integrated approach was used to execute each element of the campaign:
The Nether Region Welcome Center Pop-Ups proved to be a magnet for college students and traffic remained steady throughout the time they were open for operation. The free trimmers were generally gone within a couple hours, but interested parties still stopped by to learn more about the activation. Foot traffic of more than 43,000 students, 80% of which were men, walked by the tent and brand ambassadors had meaningful personal interactions with 2,000 men. Pick up from the press release in each market garnered a total of 428 million impressions, and the press releases accomplished more than 18,000 click-throughs. Most importantly, we gathered valuable contact information from more than 500 college-aged men for future outreach. All these results exceeded our goals.
