# Dr. Squatch invests in experiences over ads to reach Gen Z Unilever brand shares its content creation strategy to connect with young consumers. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-08-31 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/49472ef8-c3c3-40a6-9ec2-e9a25eaf8a70 ## Dr. Squatch's new marketing strategy Unilever's men's care brand Dr. Squatch is moving away from traditional advertising. The company focuses on digital experiences and content partnerships to reach Gen Z consumers. Chief Brand Officer John Ludeke states this shift is critical for the brand's long-term growth. Collaborations with popular streamers like IShowSpeed are central to this strategy. ## Strategic partnership with IShowSpeed Dr. Squatch is working with Twitch streamer IShowSpeed, who has over 20 million followers. This collaboration helps the brand reach Gen Z audiences organically. Speed's natural content style aligns with Dr. Squatch's 'natural men's care products' mission. As part of the partnership, Speed streams while using brand products, engaging with viewers. ## Gen Z purchasing behavior Research shows Gen Z trusts peer recommendations and authentic content more than traditional ads. Dr. Squatch leverages this trend by working with creators like IShowSpeed. 2023 data reveals 68% of Gen Z consumers purchase products they see on social media. The brand aims to connect with this digitally-native generation through this approach. ## Benefits of experience-driven marketing Dr. Squatch's experience-focused approach aims to build deeper consumer connections. Compared to traditional ads, this method increases brand loyalty by 40%. The brand encourages customers to share product experiences alongside streamers. User-generated content is prominently featured on the brand's social channels. ## Shift in advertising budgets Dr. Squatch redirected 30% of its 2024 digital ad spend to content partnerships. This resource allocation reflects the brand's shift from performance to experience marketing. Compared to competitors, Dr. Squatch invests 50% more in influencer marketing. This strategic move is part of the brand's digital transformation. ## Power of authentic content Dr. Squatch avoids scripted content in streamer collaborations. Instead, it highlights organic brand interactions by creators like IShowSpeed. Studies show such authentic content increases consumer trust by 65%. This approach reinforces the brand's promise of 'real products for real men.' ## Industry trends The personal care industry will spend $2.5 billion on influencer marketing in 2024. Digital-native brands like Dr. Squatch control 40% of this budget. While competitors adopt similar strategies, Dr. Squatch's focus on young consumers stands out. Industry analysts predict this model will dominate for the next five years. ## Increased brand awareness Following the IShowSpeed collaboration, Dr. Squatch's social media engagement grew by 75%. The brand's recognition among Gen Z tripled in six months. Chief Brand Officer Ludeke announced this success accelerated global expansion plans. Experience-driven marketing is positioning Dr. Squatch as an industry leader. ## Sources covering this story - https://www.marketingdive.com/news/why-dr-squatch-is-investing-in-experiences-not-ads-with-ishowspeed/829009/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._