When the banking system crashed in 2008, it hit men so disproportionately that a new term was coined: “The Mancession”. Men needed help looking their best to find their next jobs, and I knew Just For Men could help guys get rid of the gray and boost their odds.
But I also wanted to give our guys all the tools and advice they needed to win. So I conceived a fully integrated campaign: TV, radio and digital.
We partnered with Monster.com to create the first co-branded digital effort in their history: instead of creating a microsite, we made it part of the content of Monster.com.
Integrated Campaign Elements: Digital
In partnership with Monster.com, we created an entirely new section on their site titled “The Guy’s Guide To Reenergizing Your Career” filled with essential job-hunting tips from Professor Michael Kimmel, sociologist and author of more than 20 books, including his latest, Guyland.
We wanted to drive trial of hair color, but the real goal of the campaign was to be genuinely helpful. We offered lots of free, practical advice tailored for social media: it was shareable to every site imaginable and downloadable as a free e-book.
The campaign featured a prominent pitch to try getting rid of the gray, but we made sure it was a free offer. We wanted to help guys, not pick their pockets at a weak moment.
The comments we saw on Twitter about the campaign were positive — it felt good to hear that guys felt our hearts were in the right place.
Integrated Campaign Elements: Radio (Seriously? Yes.)
To support TV and digital, I turned to a surprising old medium: radio. Most creative people hate writing radio, but when used well it offers powerful possibilities. I created a unique documentary-style radio campaign featuring job seekers — including Chet who works in HR and knows exactly how companies think when gray guys walk in to interview. I interviewed each man personally via phone patch. It was more like journalism than advertising: each story was raw, personal, and gut-wrenchingly honest.