Brands are using online video to build their male audience
Women have long been the target audience for personal care ads but just as men have become a more dominant buying force in the fashion world, so too has their demand grown in personal care, according to L2 in its new Digital IQ Index: Personal Care report. The analyst found that brands are taking advantage of one specific platform – online video – to build their male audience. “
Nivea’s (Beiersdorf) ‘Silence the Irritation’ campaign, launched in May, included a six episode comedy series called Just Face It, which to date has accumulated more than three million views. Meanwhile, in the lead up to the Man of Steel premiere, Gillette launched the ‘How Does He Shave?’ campaign on its YouTube channel featuring four videos speculating about how Superman might shave. However, the outright leader in the sector remains Old Spice with its ‘The Man Your Man Could Smell Like’ videos featuring sports star Isaiah Mustafa, with a total of 260 million views.