[{"data":1,"prerenderedAt":172},["ShallowReactive",2],{"work-particle-for-men":3},{"page":4,"next":147},{"id":5,"published":6,"lastPublished":7,"slug":8,"title":9,"industries":10,"services":19,"featuredMedia":25,"intro":45,"blocks":64,"seo":142},"FJ_w-NbZTaqijbp9k0kX6A","2026-05-07T20:09:55+01:00","2026-05-07T20:29:55+01:00","particle-for-men","Particle for Men",[11,15],{"id":12,"slug":13,"title":14},"JFfL7bF5S4emWe0w0kZIZQ","subscription","Subscription ",{"id":16,"slug":17,"title":18},"Ie5yke3PSuS52K13bYAYaw","beauty","Beauty ",[20],{"type":21,"id":22,"slug":23,"title":24},"service","DhjpekomQ76qnQ3pLUn1vA","performance-creator","Performance Creator",{"id":26,"alt":27,"title":28,"focalPoint":29,"width":31,"height":32,"thumbnail":33,"small":34,"medium":35,"responsiveImage":36,"video":44},"cb_BQwd4TPKjmWPK0dRqNw","Lifestyle-focused creative helped Particle promote Valentine’s Day gifting through premium visuals and conversion-driven messaging.","Lifestyle Creative for Particle Men’s Fragrance Campaign",{"x":30,"y":30},0.5,1723,913,"https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&fit=max&h=600&q=75&w=600","https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&fit=max&h=900&q=75&w=900","https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&fit=max&h=1500&lossless=false&q=75&w=1500",{"srcSet":37,"webpSrcSet":38,"sizes":39,"src":40,"width":31,"height":32,"aspectRatio":41,"alt":27,"title":28,"base64":42,"bgColor":43},"https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&dpr=0.25&fit=max&h=2440&lossless=false&q=75&w=2440 430w,https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&dpr=0.5&fit=max&h=2440&lossless=false&q=75&w=2440 861w,https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&dpr=0.75&fit=max&h=2440&lossless=false&q=75&w=2440 1292w,https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&fit=max&h=2440&lossless=false&q=75&w=2440 1723w","","(max-width: 1723px) 100vw, 1723px","https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png?auto=format&fit=max&h=2440&lossless=false&q=75&w=2440",1.887185104052574,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLCgoWDhgNDhUYDhIVDQoNFxMZGhYTFhUaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBANHDscFh0vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAYAAEAAwEAAAAAAAAAAAAAAAAABAUGA//EAB8QAAICAgEFAAAAAAAAAAAAAAEDAAQCEQUSFCEiMf/EABcBAAMBAAAAAAAAAAAAAAAAAAIEBQH/xAAWEQEBAQAAAAAAAAAAAAAAAAACAQD/2gAMAwEAAhEDEQA/ANRWSpivsXm9rV1h5lRhYYtfqYdZY1QGR3FW5qkK0/i7ljMEgRO3FnpRsARNjmGlb//Z","#d18538",null,{"title":46,"subtitle":47,"text":48},"Audience Shift Unlocks Seasonal Growth for Valentine’s Day","A men’s grooming brand needed a new approach for Valentine’s Day. A shift to the female gift-giver unlocked stronger engagement and reach.",{"value":49},{"schema":50,"document":51},"dast",{"type":52,"children":53},"root",[54,60],{"type":55,"children":56},"paragraph",[57],{"type":58,"value":59},"span","Particle for Men had built a strong evergreen presence on paid social, with creative tailored to its core male audience. However, seasonal moments like Valentine’s Day required a fundamentally different approach.",{"type":55,"children":61},[62],{"type":58,"value":63},"To capture demand during the holiday, the brand needed to reach a different buyer: the female partner shopping for a gift. Particle partnered with New Engen to develop a seasonal strategy that could connect with this audience and drive performance during a key retail window.",[65],{"id":66,"type":67,"immerse":68,"inspire":81,"implement":94,"impact":128,"impactStats":141},"UIinyh6DSu2FGH_NKrcbnA","process_content_block",{"blocks":69,"value":70},[],{"schema":50,"document":71},{"type":52,"children":72},[73,77],{"type":55,"children":74},[75],{"type":58,"value":76},"We partnered closely with Particle to understand their existing creative strategy and how it performed across evergreen campaigns.",{"type":55,"children":78},[79],{"type":58,"value":80},"Through this process, we identified a key gap: while the brand effectively spoke to male consumers, its creative did not address the motivations of female gift-givers during key seasonal moments.",{"blocks":82,"value":83},[],{"schema":50,"document":84},{"type":52,"children":85},[86,90],{"type":55,"children":87},[88],{"type":58,"value":89},"Our analysis revealed that Valentine’s Day purchasing decisions were often driven by a different audience than the brand’s typical customer.",{"type":55,"children":91},[92],{"type":58,"value":93},"Rather than targeting the end user, we identified the female partner as the primary buyer for this moment. This insight created an opportunity to reframe messaging around gifting—shifting from self-purchase to thoughtful, partner-driven decision-making.",{"blocks":95,"value":116},[96],{"id":97,"type":98,"items":99},"K9MEA-x-TIWWY8GkF9CxuQ","accordion_block",[100,104,108,112],{"id":101,"text":102,"title":103},"Tsq6VVmQSLGOFoG0gYNBlA","\u003Cp>Reframed messaging to speak directly to partners purchasing on behalf of men.\u003C/p>","Shifted targeting to the female gift-giver.",{"id":105,"text":106,"title":107},"Lg5rg3jsQimiQqjfEA7TDA","\u003Cp>Partnered with creators to produce content from a partner’s perspective, increasing relatability and trust.\u003C/p>","Activated creator-led UGC with a gifting lens.",{"id":109,"text":110,"title":111},"Ar7_LmUOSS61lN3bs2LyuA","\u003Cp>Ran ads through creator handles to maintain authenticity and expand reach.\u003C/p>","Leveraged creator whitelisting for distribution.",{"id":113,"text":114,"title":115},"VYvFnB6VREm5audGMd3wwA","\u003Cp>Deployed campaigns proactively to ensure the brand entered the season with proven, in-market creative.\u003C/p>","Aligned creative to the Valentine’s Day window.",{"schema":50,"document":117},{"type":52,"children":118},[119,123,125],{"type":55,"children":120},[121],{"type":58,"value":122},"We developed a seasonal, creator-led strategy built around a gifting perspective.",{"item":97,"type":124},"block",{"type":55,"children":126},[127],{"type":58,"value":38},{"blocks":129,"value":130},[],{"schema":50,"document":131},{"type":52,"children":132},[133,137],{"type":55,"children":134},[135],{"type":58,"value":136},"By shifting focus to the female gift-giver, Particle for Men was able to expand reach and drive stronger engagement during a key seasonal moment.",{"type":55,"children":138},[139],{"type":58,"value":140},"This approach validated the importance of audience-first thinking in seasonal strategy, demonstrating that aligning messaging to the buyer—not just the user—can unlock new growth opportunities.",[],{"title":143,"description":144,"image":145},"How Particle for Men Unlocked Valentine’s Day Growth","See how Particle for Men shifted to female gift-givers with creator-led content, driving stronger engagement and seasonal growth.",{"url":146},"https://www.datocms-assets.com/151374/1778180770-chatgpt-image-may-7-2026-02_06_02-pm.png",{"id":148,"slug":149,"title":150,"industries":151,"featuredMedia":157},"OG4r3hepTMqEggviw_5_FQ","neutrogena","Neutrogena",[152,153],{"id":16,"slug":17,"title":18},{"id":154,"slug":155,"title":156},"EXYQ8UpQQF6y-K5xABjuhA","cpg","CPG",{"id":158,"alt":44,"title":44,"focalPoint":159,"width":160,"height":161,"thumbnail":162,"small":163,"medium":164,"responsiveImage":165,"video":44},"ZCuiKOBhTZWkFTV0AuzuVA",{"x":30,"y":30},1680,858,"https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&fit=max&h=600&q=75&w=600","https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&fit=max&h=900&q=75&w=900","https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&fit=max&h=1500&lossless=false&q=75&w=1500",{"srcSet":166,"webpSrcSet":38,"sizes":167,"src":168,"width":160,"height":161,"aspectRatio":169,"alt":44,"title":44,"base64":170,"bgColor":171},"https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&dpr=0.25&fit=max&h=2440&lossless=false&q=75&w=2440 420w,https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&dpr=0.5&fit=max&h=2440&lossless=false&q=75&w=2440 840w,https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&dpr=0.75&fit=max&h=2440&lossless=false&q=75&w=2440 1260w,https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&fit=max&h=2440&lossless=false&q=75&w=2440 1680w","(max-width: 1680px) 100vw, 1680px","https://www.datocms-assets.com/151374/1741962696-neutrogena_1680x858.png?auto=format&fit=max&h=2440&lossless=false&q=75&w=2440",1.9580419580419581,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLDQoNDhUQDg0VDh8NFg4UFxYlGCIVFiEaKysjHR0oHSEiJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLAg0OHA0OHDscFh07Oy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAADBQABAv/EAB0QAAICAwADAAAAAAAAAAAAAAECAAQFEVEDEhT/xAAWAQADAAAAAAAAAAAAAAAAAAACBQb/xAAeEQAABQUBAAAAAAAAAAAAAAAAAgMxMgQGBxESAf/aAAwDAQACEQMRAD8A0lx28WzA/cvuAYTQFUkRKpLWtHsVoGuPTilrksf9RDvKX0WkJcBlKyNj1J5JD9Nce3AERx9zEf/Z","#fe2805",1778686802863]