MANSCAPED, a US company specializing in men's hygiene, was about to launch their new, most advanced pubic hair trimmer—The Lawn Mower 5.0. The problem is there's a misconception in the US that men neglect groin grooming because they just don’t care. But the truth is 100% of men love their balls. It’s almost impossible for them to be aware of the self-care tools available when mainstream platforms won't allow for any discussion about testicles.

So we decided to tell a different type of story. One innocent enough to play on mainstream media but disruptive enough to change perception on men’s hygiene. A love story between a man and his balls—aka the Boys.

By the end of the first week, conversation around men’s groin grooming exploded, with over 60 billion impressions, 250 million conversations, and 98% positive engagement. From Reddit threads to podcasts to comment sections, we saw men not only talking about their hygiene but speaking about their grooming habits with pride. MANSCAPED became the brand that understood how much men love their balls, which built trust with our audience. And sold a lot of ball trimmers.