Nearly 80% of men shave their body below the neck at least once a month, but few talk about it. NIVEA Men, owned by Beiersdorf, saw an opportunity to engage a new market with its NIVEA Body Shave Stick & Lotion. We catalyzed conversations around shaving with a data-driven campaign and turned to two well-known men to drive the conversation and show that #BaringisCaring. We created a relatable and funny video content series that drove engagement and product awareness, educated consumers and showcased the variety of uses and customer types. The campaign generated a 250% lift in conversations about body shaving, achieved over 9.3 million video views on YouTube and nearly 80 million media impressions.