From Adweek · Christopher Cicchiello · · 1m 20s
Every Man Jack redefines what modern masculinity means
The men's grooming brand is ditching old stereotypes to connect with career-driven, family-focused guys.
In brief
The men's grooming brand is ditching old stereotypes to connect with career-driven, family-focused guys. Understanding your customers' psychology and values, not just demographics, lets you tell stories that actually resonate. Originally reported by Adweek.
The research behind the ads
Every Man Jack's marketing head Kim Dao explained at Brandweek that successful campaigns require meticulous research beyond what consumers see in polished advertisements.
A market that exploded
Every Man Jack launched in 2007 when men's personal care was either cheap or expensive salon-quality. The men's grooming industry is now projected to hit 100 billion dollars by 2030.
Going beyond demographics
Dao surveyed 2,000 customers to understand their psychographics, not just age or income. She discovered the brand's core audience is career-driven, family-oriented, active, and spends six hours daily on social media.
Landing an NFL star
Every Man Jack partnered with quarterback Baker Mayfield for a campaign featuring a 100,000 dollar sweepstakes. Dao's team evaluated 1,100 athletes across seven sports before choosing Mayfield for his story of resilience and fatherhood.
Feeling seen matters
Dao said her customers don't always feel recognized. The Mayfield campaign generated more emotive language in customer sentiment, signaling the brand is successfully connecting on values around modern masculinity.
“Our guys don't always feel seen and recognized.”
The big picture
Understanding your customers' psychology and values, not just demographics, lets you tell stories that actually resonate.
