In October 2021, globally recognised male grooming brand Manscaped approached Flow Group following an extensive search for a UK-based marketing and fulfilment partner. With a clear, focused vision, Manscaped was preparing for a major pre-Christmas marketing push designed to drive sales outside of the US as part of its strategic expansion into new international markets.The campaign targeted five major UK cities, with the objective of building brand awareness, increasing engagement, and generating measurable sales during the busiest retail period of the year.
The first challenge was international coordination across time zones. At the time of the campaign, Manscaped did not yet have a UK office, meaning all communication was handled directly with their head office in San Diego, California.
This created a significant time difference that required flexibility and commitment on both sides. To ensure the campaign stayed on track, our team adapted to early starts and late finishes, maintaining consistent communication and rapid decision-making despite the geographical gap. This approach allowed us to move quickly, resolve issues in real time, and keep momentum during a critical pre-Christmas period.
The second major challenge was defining the target audience for Manscaped’s UK market entry campaign.
We had clarity on the timing (a Christmas-focused push) and the locations (five major UK cities). What remained was identifying who the campaign needed to reach in order to drive awareness, engagement, and sales in a new market.
Working closely with Manscaped’s US team, we analysed campaign objectives, brand positioning, and UK consumer behaviour to establish a clearly defined target market. This insight was essential in shaping the campaign strategy, ensuring the messaging, distribution, and calls to action resonated with the right audience and delivered maximum impact.
Using our advanced demographic and audience insight tools, and with the target market now clearly defined, we adopted a data-driven approach to campaign planning.
Our objective was to identify UK cities with a high concentration of men aged 18–35, specifically those within middle to high income brackets, as this demographic closely aligned with Manscaped’s core customer profile.
We then drilled down further, analysing postcode-level data to pinpoint the areas with the highest density of individuals matching these key attributes. By combining demographic intelligence with geographic precision, we were able to select locations that maximised audience reach, engagement potential, and return on investment, laying a strong foundation for a successful UK market entry campaign.
On 29th November, the first wave of door drop leaflets was delivered directly to residential properties, perfectly timed to coincide with the Christmas rush and drive sales.
Orders began to increase, demonstrating the effectiveness of the highly targeted leaflet distribution strategy. By reaching the right audience, in the right locations, at the right time, the campaign delivered strong early performance and measurable return on investment.
The results of the initial 50,000-door drop exceeded expectations. As a direct result of the positive ROI and clear attribution to the campaign, Manscaped returned in 2022 to commit to a year-long leaflet distribution programme.
- Leafleting order enhanced by almost 300%
- Expansion from a test campaign to a long-term UK distribution strategy
- Continued focus on high-performing postcodes and demographics
- Reinforced confidence in direct mail as a key acquisition channel
The success of the initial campaign played a pivotal role in supporting Manscaped’s ongoing growth and market expansion in the UK, proving the value of data-led door drop marketing when executed with precision.
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