Hims is a men's wellness brand, tackling issues like hair loss, erectile dysfunction, and premature ejaculation. Brands have been active in this space for decades, traditionally targeting older men with stale, stereotypical ads - think a silver-haired 50-something, walking on the beach with his wife, linen trousers - you get the picture. Hims has taken this approach and turned it on its head, completely redefining the category and changing how men perceive self-care.
In my opinion, Hims is one of the most interesting brand-building case studies in recent years, and here are three reasons why Hims was able to break through and build such a successful business.
#1 - They built a relatable, likeable brand identity that put guys at ease, and make them feel welcome.
Let's face it - these issues are uncomfortable and embarrassing, but extremely common. Hims figured out that as a brand, they need to lead the conversation and de-stigmatise some of the most common health issues faced by men of all ages. They did this by creating a brand identity that is fun, approachable, and relatable. The art direction is light-hearted, as well as eye-catching, and honest. They use visual metaphors such as plants and boiled eggs as a personable way to describe the product benefits, relax their audience, whilst shaking off some of the 'medical' feel that other brands in the space have.
Hims teaches us that brands don't have to look or feel like other players in the category. By rejecting nearly every category norm, Hims not only stood out but was able to reach younger guys, and make them proud to look after themselves.
#2 - They adopted a trustworthy, digestible, and informative brand tone.
Marketing medicine is not easy. It involves technical language and large amounts of information - not exactly a copywriters dream. Hims understood that a lot of guys just want to find a solution to their problem and that getting lost in a spiderweb of medical language posed a huge barrier to adoption. They figured out a way to convey large amounts of information on an often uncomfortable and unreliable topic in a digestible, friendly, and trustworthy manner by designing an experience and setting a tone that would invite men to engage, learn more, and be proactive about taking care of themselves.
Again, Hims was able to break through and re-define the category by throwing out the pharma-marketing playbook, and talking to guys like real human beings looking to solve an embarrassing problem.
#3 - They used clever out-of-home campaigns to reach guys where it counts.
Where are we at our most vulnerable? Probably the bathroom. Perhaps, it's where guys look in the mirror and notice their thinning hair. Maybe, it's where men are reminded of their ED issues. Hims understood this, and knew that to really reach the guys they're hoping to help, they'd have to break down their barriers and communicate to them at points where men would be more willing to embrace their problems and figure out a solution.
To do this, Hims took over all the men's bathrooms at the SF Giants stadium, one of their smartest marketing moves to date. Firstly, they reached only men - not a single marketing dollar wasted. Secondly, they were able to reach those men, quite literally, with their pants down, placing ads in toilet cubicles and above urinals. Finally, by using their phallic plant photography and humorous, light-hearted copy, they made an impression on the guys using those bathrooms - younger, perhaps slightly intoxicated sports fans.