The Challenge
Leading online label manufacturer, My Nametags, wanted to raise awareness of its product offering amongst dads after noticing an increase in the number of men placing orders on its website.
How We Helped
Building on our previous activity with the brand, we devised a national media story which would resonate with the national media and reach its target audience of parents, including dads, whilst further establishing My Nametags as an authority on parenting.
The campaign, dubbed ‘The Accomplished Man’, analysed the opinions of 2,000 British adults. We began by surveying men, asking them how their skills and role in the household differed to their own father’s. We also conducted research amongst women to gain insight into their opinions of their partners. In addition, we asked all participants which modern men they consider to be ‘accomplished’, with some surprising names making the list, including politician Nigel Farage, professional boxer Tyson Fury, and Canadian rapper Drake.
The key findings from the research were then used as the basis of a national media story, which revealed that traditional qualities such as DIY and old-fashioned romance are being cast aside by modern men in favour of feminism and opening-up about emotions.
The campaign was particularly effective because it was timely, hitting the press in the wake of a series of news stories surrounding the role of men and how they should act. In particular, Piers Morgan’s ‘papoose-gate’ highlighted the changing perspectives of the role of men, which the Accomplished Man tapped into, providing a strong media hook.
