A Dollar Shave Club survey of 1,000 men found 51% use wet wipes regularly, and 16% use them in lieu of toilet paper. Yet they don’t talk much about the category, and 24% hide them in the bathroom, while 23% buy them discreetly online.
Yup.
I've occasionally (albeit sheepishly) admitted to buddies that one of the best things about being a dad is having never to explain why I have baby wipes.
And it's not like companies haven't tried before to crack into this market (ba dum bum).
I'm wagering that Dollar Shave Club is going to have more success based on one thing - they're marketing their products better. Irreverent humor is nothing new to target guys, but they're being irreverent and clever at the same time.
I got sucked into Dan Brown's latest tome, Inferno. Like all Dan Brown books, I can't see anyone other than Tom Hanks playing the lead.
Know what else I can't do?
I can't see any of the freakin' countless architectural or art icons that he references throughout the story (set in Venice and Florence). I have to keep going back to a Web browser and searching.
Yet I'm reading it on an iPod.
Wouldn't it be way more engaging if there were hyperlinks to things like the statue of Hercules and Diomedes (that he spends three pages waxing on about Diomedes copping a feel of Hercules)?!
Completely unrelated, file this one following under "Oh, absolutely, boss. That's an amazing idea!"
Did you catch the story about Kiehl's getting into branded content?
Sure, it makes total sense that the high-end skincare brand (est. 1881 and owned by L'Oreal) distributed thousands of bespoke comic books in the WSJ today in NY, LA and SF.
Is it pure coincidence that Mean Girls has been on Cinemax this week while Abercrombie & Fitch is getting crushed in the media for not making plus sizes?
If you're still questioning if social media can give a boost - or drop an atomic bomb - on your brand, let this social effort from Greg Karber be a case study. He's initiated a socially driven campaign to get A&F to reconsider their very brand manifesto. With mainstream media crushing A&F and more than 4 million views of Greg's online video, I'd say he may just have an impact.