Men?s grooming brand Baxter of California is appealing to young consumers with an educational social video series that taps satire and famous comedians to answer men?s questions on grooming with an accompanying informational digital hub.

The video series, entitled WTF, will air a new episode every Wednesday on YouTube and Baxter of California?s social media pages, with each answering a new question with various special guests. A mobile-optimized digital hub will feature a bevy of information regarding men?s grooming with features such as a glossary, extra videos and blog posts. 

?Online video and branded content are the hottest ways for consumer brands to achieve name recognition,? said Mark Cluett, marketing manager at Polar. ?Grooming products for men don't have a lot of traditional outlets for advertising so a custom online solution is so important for a brand like Baxter Of California. 

?Where they are hosting and promoting the content themselves, it can also be as edgy and raunchy as they like - they're not beholden to anyone else's standard of good taste - gaining press and fans,? he said. 

Special guests such as Stranger Things actor Tobias Jelinek, comedian Karl Hess and actor Jay Ali will appear in later episodes. The first episode aired yesterday and featured comedian Justin Martindale explaining the difference between antiperspirant and deodorant while lying on an animal skin rug surrounded by candles and rose pedals, while wearing a robe and smelling roses. 

An online hub will be launched to accompany the mobile videos named Baxeterpedia, where users can search definitions for terms related to men?s grooming, view the videos and read written blog posts for more information. Users will also be able to submit their own questions and support content creation. 

The E! Network?s news program similarly played on consumers? love for staying in the know with an innovative multichannel campaign that shares humorous takes on pop culture via clips on social media, an emoji keyboard and stamps on digital publications (see more). 

Organic packaged food brand Annie?s also supported its growth surge with a video campaign on Facebook that leverages a cuteness-factor, hoping to grab users' attention with animals while scrolling through their news feeds (see more). 

?[Brands should] always remain consistent,? Mr. Cluett said. ?With online content, fans like to adhere to a schedule. 

?If you say you're going to release something every Wednesday morning for example, then make sure you hit that target or you'll see your numbers drop off,? he said.