Consumers only see polished advertisements. What they don’t see is the meticulous research that goes into creating campaigns, said Kim Dao, head of marketing at men’s grooming and personal care brand Every Man Jack.
At ADWEEK’s Brandweek event, Dao explained how the brand has reworked who its audience is, including a recent campaign with NFL quarterback Baker Mayfield that had surprising results, she said.
“As a marketer, you can get scrappy—what stories does your brand want to tell?” she said. “What values are you trying to bring to life?”
Every Man Jack is nearly two decades old. When the company launched in 2007, Dao said men’s personal care brands were either inexpensive or salon-level quality with a price tag to match.
