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War Paint For Men
Role
Social Media Strategist, Full-Time, Agency
Services
Social Media Strategy, Community Management, Content Creation, Talent Management, Press
War Paint For Men is a men's cosmetics brand founded by Danny Gray, who wanted to create a brand men would feel comfortable buying. Starting as an online business, the brand shipped hundreds of thousands of products to over 80 countries through the e-commerce site.
Then, we partnered with luxury retailers across the globe, eventually launching the world's first Men's Makeup Store in Carnabi Street, London.
As the first Marketing and Social hire, my role was to elevate brand aesthetics, build a community and increase brand awareness. Through creative storytelling, strategic e-commerce and marketing campaigns, creator partnerships and organic social content, we achieved;
World firsts
⎯ Investment by TRUE
⎯ Men's Makeup Store
⎯ Partner with REISS
⎯ Partner with Norwich City FC
⎯ Partner with Wigan Warriors RLC
⎯ Book with Haynes Manuals
NORWICH CITY FC
The partnership focused on highlighting the importance of men's mental health and encouraging conversations.
The brand was featured across the stadium, marketing materials, match day and training kits.
I launched an in-house behind-the-scenes series to showcase the highs and lows of running a business. Alongside NCFC, we created a podcast series to help drive conversations around mental health, led by Danny Gray (War Paint For Men) and Darren Eadie (ex-NCFC player), with special guests including Steven Fry.
The partnership helped further position the brand as a mental health advocate and founder Danny developed JAAQ, a platform that provides mental health support. The idea would be to provide digital screens in safe spaces where people could ask questions and get real answers from mental health sufferers, doctors and experts.
SOCIAL
We relied on organic social growth and building a community through innovative content to grow brand awareness and sales. A mixture of in-house content creation and creator-led through brand ambassadors and UGC campaigns supported a growth in sales of almost 2000%.
This led to a partnership with TikTok and Shopify to promote how start-up businesses are using Shopify and TikTok to grow their brand and drive sales.
PRESS
War Paint For Men was organically featured in 100's of press publications and TV shows, including BBC News Worldwide, The Times, Sky News and more, driving key conversations around the brand and amplifying brand awareness.
