Part of our ongoing ‘Masters of Mantime’ campaign to drive reappraisal for Just of Men – the leading male grey hair grooming product - our teams negotiated a contra deal with Decembeard – the annual campaign run by Beating Bowel Cancer.

Part of our ongoing campaign to drive reappraisal for Just For Men – the leading male grey hair grooming range, our teams negotiated a contra deal last month with Decembeard – the campaign run by Beating Bowel Cancer. Decembeard’s moto is that ‘real men grow beards’ and it encourages men to raise sponsorship for the charity, by growing a beard throughout December.

Decembeard provided an ideal fit for the Just For Men Moustache & Beard product and reinforces the brand’s need to be relevant by engaging men in an authentic tone of voice. Building relationships with Just for Men’s target audience through real-time content, delivered in association with a credible partner, we activated a dedicated earned social media channel, encouraging men to showcase the progress of their ‘facial furniture’.

Competition prizes were also up for grabs with ‘Manscursions’ for the most innovative uploads which included Christmas baubles being hung from beards. Tweets and retweets also included those from the charity’s celeb. brand ambassador Matthew Wright. Delivering over 750k impressions, our campaign attracted the brand’s highest ever Twitter followers, with 56% of our tweets reaching an engagement rate over the industry average of 2%.

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