Humor Lures Customers for Balls.co

Kevin Williams owns KDF Aegis, a U.S.-based consulting and investment firm. In 2021 he invested in Balls.co, a U.K. seller of grooming supplies for male private parts. He says, "The notion of running Balls is hilarious to everyone who knows me. But it's a gift to a marketer to work with an edgy product."Humor ended up being the company's principal marketing vehicle when it retained comedians in Europe to ask bystanders, "Do you shave your balls?" The resulting videos produced 150 million views on TikTok.Willaims discusses the business of male grooming in this interview.For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6nkYFor all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts******The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company, founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com