ConairMAN: Media Case Study

CHALLENGE

+ Conair has traditionally been known for hairdryers and other small beauty appliances targeting women

+ Building brand awareness with Millennial men was critical as Conair was unknown

+ While there has been increased interest in the male grooming category, men needed to be educated on how Conair products fit into their lifestyle and express their personal style

 

RESULTS

+ The influencer content had an average engagement rate of 17% — nearly 20x higher than industry average engagement rate

+ In the first 10 weeks, 35 pieces of “Respect the Ritual” social content were created, reaching 2.6M people

+ The influencers helped us increase the @ConairMan Instagram page following by nearly 480% in six months

+ “Respect the Ritual” positioning — combined with a successfully executed strategic, measurable and optimized social/digital campaign — led to a YOY sales increase for ConairMan