![]() ![]() They also regularly post links to the punched-up blogs that live on their website. You could win $25k and see your testes turned into fine art.” Use poetry or tell us a story, just DON’T use a camera. Reply to this tweet using #paintmyballs and #contest and tell us what your balls mean to you. At the time of writing, their pinned Tweet reads, “We want to celebrate your balls. What’s Happened to Dollar Shave Club’s Social Media Marketing? Sadly, when it comes to social media, Dollar Shave Club have lost their way in recent years. He was talking about being able to directly engage with your audience, exponentially build brand awareness through viral content, and cultivate brand loyalty through repeat exposure. Dollar Shave Club’s ex-CMO Adam Weber noted that while TV was an important advertising space for them, the social media platforms are ‘great venues for telling stories via video’, and ‘offer a lot of unique capabilities that something like television doesn’t offer’. ![]() Once they’ve got a laugh out of you one way or another, their brand identity and message is stuck in your head for good (or maybe nestled in your beard hair, next to that cornflake).ĭSC’s focus on video used to go hand-in-hand with their social media marketing. Loonman, Man Made of Balloons’ and you’ll see that DSC have been playing the field in terms of comedy taste - if you don’t like one of their ads, you might like the next one. Compare the above examples with the surreal weirdness of the 2015 video, ‘Meet B.A. It’s comedy with a much lighter-touch than Dubin’s confident swagger, but it’s comedy nonetheless. A recent commercial titled ‘Our razors are borrowed for a reason’ depicts a man’s partner shaving her legs with his DSC razor. In 2013, they launched their One Wipe Charlies toilet wipes, with a similarly hilarious video that followed pretty much the exact same formula as the first - albeit with more supporting actors, more locations, and more poo.ĭollar Shave Club 2 – One Wipe Charlies from Disqo on Vimeo.įunny adverts are still a central component of their strategy in 2020. Dollar Shave Club has continued to make humour an integral part of their social media strategy and marketing campaigns. Of course, once you’ve won over millions of fans with a funny video, you need to keep them laughing - or that reputation will fade. More Funny Marketing from Dollar Shave Club He was right, of course the ad instantly brought in 12,000 orders, and now has nearly 27 million views on YouTube. It was directed by fellow UCB veteran, Lucia Aniello.ĭubin has always known that comedy ‘is a very powerful device in telling a story,’ so it’s perhaps unsurprising that he would leverage this to build a successful business. No, the idea came from Dubin’s time studying improv comedy with the Upright Citizen’s Brigade - marking the first time in history that an improv comedian has earned any money or indeed the respect of their parents. This remarkably low expenditure was partly due to the fact that the ad wasn’t conceived in a brainstorming session at a swanky marketing agency (unlike that one that made everyone hate Gillette in 2019). The video took just one day to shoot and cost only $4,500 - roughly the price of one bottle of artisanal beard oil. The script combined sitcom-worthy lines like “Your handsome-ass grandfather had one blade…and polio,” with a wealth of visual gags, giving the distinct impression that DSC was a brave new brand that wasn’t there to f**k about. Titled ‘Our Blades Are F***ing Great’, it starred Dubin himself walking through the warehouse, making funny boasts about their service. The brand’s first advert is now legendary and has been widely emulated, for good reason. ![]() Dubin knew that Dollar Shave Club’s marketing would have to stand out in order to earn them a corner of the razor market - back then, Gillette held a 72% market share. But it turns out the key to making money like that is, well, jokes… Dollar Shave Club’s Launch Video The brand was acquired by Unilever for a sharp $1 billion. Eight years later, Dollar Shave Club offers a wider product range but their core ethos remains, as ever, to make shaving simple. No fuss, much cheaper than the alternatives, job done. It was a straightforward offering - customers would get razors delivered to their door for just one dollar a month. Once he’d had a shave, he had another, even bolder idea. When Michael Dubin was offered a warehouse full of surplus razor blades in 2012, he had a bold idea. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |