Jack Black Skincare

Getting to Know Jack: How A Fresh Social Strategy Gave a Facelift to the #1 Men’s Skincare Company

Founded in 2002, Jack Black is a premium skincare company that caters to what men want. That means simple, masculine, no-nonsense products that contain only the best, cruelty-free ingredients. By formulating superior products that work as advertised for any skincare routine, Jack Black helps men make looking good effortless.

The Challenge

Jack Black prides itself on always listening to what its audience wants. We were challenged by the #1 men’s skincare company to continue this conversation across their organic social media channels and produce engaging content that not only resonates with their owned audience but generates more fans of their page through expanding reach. Ultimately, our goal was to inspire people to connect more closely with the Jack Black brand. Whether we were highlighting exclusive promotions or simple, effective skincare tips and never-before-seen products, staying relevant and engaging was our primary focus. 

The Solution

To speak directly to their audience, we first had to listen to what they were engaging with the most in terms of content medium and content type. We discovered that even though videos made up the most-used medium on Facebook and Instagram, static images actually drove more engagement on their organic social media channels. As a result, we adjusted the social media strategy to align with these discoveries.

Some Digital Marketing Things We Did:

-       Analyzed the most engaging content (video vs. static images), and A/B tested content types to see if this trend continued

-       Enhanced reach by posting during the owned audience’s most active timeframes during the week, avoiding the unpredictable high-traffic periods over weekends

-       Continued to post influencer content, which were the highest-performing posts for Jack Black

-       Began testing stories (including swipe-up functionality) to reach more followers within the Instagram platform

With the help of our in-house photography studio, we consistently represented Jack Black in a way that upheld the three pillars of their brand — simple, masculine, effective. From showcasing simple styling tips and product benefits to superior ingredients, their product took center stage in most visuals. To keep it brief, content and visual worked together to inspire confidence in the Jack Black man so he can take control of his appearance with effective ease and simplicity.

 When it came to user generated content, we showed some variety in influencer posts to showcase a more aspirational image for their audience and brand. Keeping it fresh and entertaining always took precedence.

 The mark of a good strategy is flexibility. We monitored the effectiveness of our strategies through monthly and quarterly reporting and then used those learnings to better optimize our content month to month.

 But we never stayed content with content, even when it came to hashtags. We created and tapped into new hashtags that expanded our reach and generated traffic, aligning with the evolving trends in the skincare industry which helped improve our reach across audiences that previously were not targeted.

 By tapping into new audiences, we helped grow Jack Black’s Facebook and Instagram pages, expand their reach, and increase engagement. This strategy helped us retain Jack Black’s owned audience while connecting with new followers.

 And it doesn’t hurt that we shattered industry benchmark engagement rates in the process. Jack Black certainly took note.