Marketing to Men

Insights on the male mindset and ad campaigns targeting men

Decision Making


Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Trevor Thomas, Warc Prize for Social Strategy, Entrant, 2014
This case study demonstrates how Boston Pizza (BP), the Canadian pizza chain, created a 'Ribneck' family from the US' Deep South to feature in content in order to promote BP's ribs products. Ribs are a competitive area of selling in Canada, with many claims about having the best marinades and sauces.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how newly launched Indian TV channel FOX Crime targeted younger viewers with a digital and social media campaign. The campaign turned viewers into detectives, inviting them to solve clues.

Vinkai Bhatia, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Piaggio, the motor-scooter manufacturer, used Facebook to help launch its Vespa scooter in India. The brand was new to India, seeking to take a share of the country's strong scooter market, but it wanted to explain its history.

Saa Garibaldi and Megan Cook, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Gillette, the personal care brand, launched 'How Does He Shave?' in the US, a social strategy to coincide with the release of a Superman movie. This took the form of sparking a pop-culture debate in which celebrity 'super-geeks' engaged fans with their own Superman shaving theories.

Mike Phillips, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Lynx, the UK deodorant brand owned by Unilever, optimised its content strategy on social media, targeted at young males, through analysis of performance so far. The brand had a large and highly engaged social media base and maintained its 'cool' credentials with a content strategy.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study tells how Tata Motors' Safari, a once-iconic SUV brand, relaunched in late 2012 to recapture a lost audience. This was a difficult challenge because the brand had been out of mind and out of sight for years, and audiences had moved on to glitzier models.

ARF Ogilvy Awards, Silver, Entertainment & Sports, 2014
This case study explains how ESPN, the sports TV network, used research to segment and understand the target viewers of its flagship 'SportsCenter' program. The research split viewers into usage groups and through qualitative research found that the reasons for watching the program were changing.

ARF Ogilvy Awards, Silver, Alcohol & Beverages, 2014
This case study explains how Guinness, the beer brand, repositioned itself in the US with an emotional campaign in order to expand its appeal. The brand was strongly associated with Ireland which had led it to be considered 'someone else's drink'.

WARC RECOMMENDS


BEST PRACTICE

How to market to men

Practical tips, examples and recommended reading


WARC BRIEFING

Marketing to men

Theories and trends in successfully targeting men


CASE STUDY

Axe Excite: Returning To Universal Truths

The male-targeted Cannes Lions 2012 Grand Prix winner