Optimizing marketing and product development: Manscaped x Supermetrics

Manscaped is a leading brand for men’s grooming, known for its premium products that enhance men's grooming routines. The company has made a name for itself through innovative products, design, and edgy humor-driven marketing campaigns.

We sat down with Lanny Chiu, VP of Analytics and Business Intelligence, and Cory Cinelli, Senior Business Analyst, to understand how Manscaped utilizes Supermetrics to drive their business forward. Here's what they shared with us.

Identifying the gap

Manscaped faced a significant challenge efficiently gathering and analyzing vast amounts of data from various marketing platforms. They needed a streamlined process to understand customer behavior, track campaign performance, and make informed decisions for product improvements and marketing strategies.

Implementing the solution

To tackle these challenges, Manscaped chose Supermetrics, a tool to consolidate data from multiple marketing sources into a single platform. This integration enabled the team to perform detailed analysis and generate comprehensive reports effortlessly.

Strategies and insights

• Unified data tracking:
  • Supermetrics enabled Manscaped to consolidate data from multiple sources into a single platform. This integration was crucial for managing their extensive marketing activities and ensuring accurate performance measurement.
• Optimizing campaign performance and customer feedback:
  • With Supermetrics, Manscaped tracked the performance of their campaigns and collected valuable customer feedback. Lanny explained how customer input influenced the design of their Lawnmower product line, including adjustments to handle size, light brightness, and overall ergonomics.
  • This customer-centric approach led to higher engagement and satisfaction, as products were continually refined based on user feedback.
• Data-driven creative strategies:
  • Cory highlighted the importance of using Supermetrics for A/B testing and other creative strategies. The marketing team conducted extensive tests across various platforms and demographics, tailoring their ads and messages to specific audiences.
  • Real-time data analysis allowed the team to adjust marketing strategies promptly, ensuring efficient budget allocation and maximum reach.
• Understanding customer value and acquisition costs:
  • Lanny emphasized how Supermetrics helped Manscaped track customer lifetime value (LTV) and acquisition costs. By understanding the long-term value of their customers, the team could optimize their marketing efforts to focus on repeat purchases.
  • This approach not only increased profitability but also enhanced customer loyalty and satisfaction.

The "Boys" campaign: A success story

The recent "Boys" campaign was a pivotal marketing initiative for Manscaped, designed to engage audiences across multiple platforms with a range of creative assets. Here's how Supermetrics contributed to its success:

• Campaign coordination: For the "Boys" campaign, Manscaped used Supermetrics to create flags and categorize performance data across various channels. This allowed them to track and compare the effectiveness of different creative elements and media placements.
• Holistic performance measurement: By aggregating data from Google Ads, TV spots, and social media, Supermetrics provided a comprehensive view of the campaign’s performance. Manscaped was able to evaluate how the creatives performed relative to other campaigns and historical benchmarks.
• Real-time adjustments: The real-time data provided by Supermetrics enabled Manscaped to make swift adjustments to the campaign strategy. This flexibility helped them optimize the campaign’s impact and achieve better results.
• Predictive analysis: Although the campaign had just launched, Manscaped utilized Supermetrics to set up predictive metrics. They aimed to analyze potential improvements in customer lifetime value (LTV) and repeat purchase rates, forecasting the campaign’s long-term impact.

Achievements and impact

• Significant time savings: Implementing Supermetrics saved the team approximately 10 hours per week each, totalling around 500 hours annually. These time savings allowed the team to concentrate on more strategic tasks and enhance overall efficiency.
• Enhanced data accuracy: Automating data collection reduced errors, providing Manscaped with reliable insights for better decision-making and strategic planning.
• Improved campaign effectiveness: Continuous real-time tracking and analysis enabled Manscaped to refine their marketing campaigns, resulting in higher engagement and better allocation of their marketing budget.
• Product development advancements: The feedback gathered through Supermetrics played a crucial role in product enhancements, leading to offerings that better met customer needs and kept Manscaped competitive in the market.