Marketing to Men

All about the male mindset

Decision Making

MMA Smarties, Bronze, 2015

This case study explains how mobile-optimised video can generate higher engagement than non-optimised content, using an example from sports brand adidas.

MMA Smarties, Bronze, 2015

This case study explains how DSW, an American footwear company, used digital ads integrated across devices to increase sales.

MMA Smarties, Best-In-Show, 2015

This case study explains how Heineken, the alcoholic drinks company, used social listening and a Twitter app to provide real-time recommendations for venues and events to people in 15 cities around the world.

MMA Smarties, Gold, 2015

This case studies shows how Axe, the deodorant brand, launched a product targeting men in Turkey with live music events and a new use of mobile WiFi.

MMA Smarties, Bronze, 2015

This case study explains how Rexona, a deodorant brand, used sponsorship of a TV show and a mobile app to increase engagement with consumer in Turkey.

MMA Smarties, Silver, 2015

This case study explains how Oral-B, a dental hygiene company, raised awareness around oral hygiene and promoted its products.

Stephen Whiteside, Event Reports, MediaPost Engage: Millennials, September 2015

This event report shows how Schick, the razor brand, successfully tapped YouTube influencers in order to engage with millennials.

Ronnie Thomas , Warc Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

Frank Alpert and M. Kim Saxton, Journal of Advertising Research, Vol. 55, No. 3, 2015
A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time.



How to market to men

Practical tips, examples and recommended reading


Marketing to men

Theories and trends in successfully targeting men


Axe Excite: Returning To Universal Truths

The male-targeted Cannes Lions 2012 Grand Prix winner