P.S., which payments itself as a vegan model, cites all of those technical attributes on its web site—however its social advertising and marketing is solely, and strategically, about redefining how Individuals characterize manhood.
“We’re simply saying, ‘Right here’s the alternative of poisonous masculinity,’” Search engine marketing stated. “It is a optimistic manifestation of being a person.”
Model advertising and marketing with out the model
However is it an efficient one? In an period of 8-second consideration spans, will individuals make the connection between movies about respectable guys and a condom model?
Ronald Goodstein thinks so. “Having a model story that evokes emotion—will get an emotional reference to an organization—is massively necessary,” stated Goodstein, who teaches advertising and marketing at Georgetown College’s McDonough Faculty of Enterprise. In his evaluation, it doesn’t matter that P.S.’s TikTok content material has nothing to do with its product as a result of “they’re nice tales that transfer you,” and put the model in a optimistic mild consequently.
Goodstein additionally factors out that condom advertising and marketing generally addresses itself towards youthful shoppers—notably Gen Z, which doesn’t like merchandise shoved of their faces. (In keeping with knowledge from NCSolutions, 58% of Gen Z shoppers don’t like promoting that interrupts the content material they’re watching.) P.S.’s determination to maintain condom messaging out of its TikTok movies is, in that context, a savvy determination. “Constructive model associations,” he stated, must be sufficient to “translate into choice on the market.”
Chris Nawrocki is the CMO of Heur, a London-based company that develops progress methods for direct-to-consumer manufacturers. He additionally commends P.S. for “specializing in creating content material questioning narratives on fashionable masculinity to construct a model, as an alternative of aimlessly selling.”
“The content material that they produce is completely natural,” he continued. “They use user-generated content material of ‘good guys doing good issues’ within the fashionable green-screen format and discuss by the occasions happening and the way these males must be lauded. They’re focusing on their demographic of the ‘fashionable man’ in a really fashionable manner, producing content material that they suppose [viewers] will need to see—feel-good content material is big on TikTok—and interact with. Which they do. A few of their movies have over 3 million views.”
Put on that raincoat, fellas
Not all of P.S.’s content material is about heroic males. Its homepage is decidedly extra dude-ish and unapologetically sports activities some spectacular puns: “Let the great instances unroll,” “Come as you might be,” “The place the rubber meets the load,” and so forth. However Goodstein considers this jocularity to be truthful sport, particularly given a young-male audience. “Their web site is admittedly witty,” he stated.
The homepage and TikTok account function counterweights, and Search engine marketing was deliberative about what’s on them each. “In case you go to our web site, it’s type of a enjoyable, cheeky vibe,” he stated, whereas the TikTok web page espouses the model’s depth and “persona.”
“That is what we must always aspire to—simply be one of many good guys,” Search engine marketing stated. “It’s not that arduous. There are numerous us on the market.”
