How Dollar Shave Club Used Video Marketing to Become a Billion-Dollar Brand
Dollar Shave Club is an American company that delivers razors and other personal grooming products directly to consumers by mail. The company was founded in 2011 by Michael Dubin and Mark Levine, and quickly gained attention for their humorous and irreverent marketing campaigns.
One of Dollar Shave Club’s most successful marketing strategies was the use of video marketing. In 2012, the company released a YouTube video titled “Our Blades Are F***ing Great,” which quickly went viral and amassed millions of views.
The video featured Dollar Shave Club’s CEO, Michael Dubin, explaining the company’s business model and poking fun at the traditional razor industry. The video was low-budget, but high-energy, and struck a chord with viewers who were tired of overpriced razor blades and stuffy advertising.
The success of the “Our Blades Are F***ing Great” video led to a surge in new customers for Dollar Shave Club. The company quickly ramped up production and expanded its product line to include additional grooming products like shaving cream, hair care products, and skincare items.
Over the next several years, Dollar Shave Club continued to use video marketing to build its brand and grow its customer base. They created a series of humorous videos that highlighted the company’s values and mission and showcased their products in a fun and approachable way.
One of their most popular videos was a parody of the movie “Top Gun,” called “Top Blades.” The video featured Dollar Shave Club employees in fighter pilot costumes, promoting the company’s razor blades as the “top blades” in the industry.
The success of Dollar Shave Club’s video marketing strategy was a key factor in the company’s rapid growth and eventual acquisition by Unilever for $1 billion in 2016. The company’s irreverent, humorous, and relatable approach to marketing resonated with consumers and helped them stand out in a crowded market.
In conclusion, Dollar Shave Club’s use of video marketing played a significant role in its success as a billion-dollar brand. By creating engaging and entertaining videos that resonated with consumers, the company was able to build a strong brand and loyal customer base. Their approach to marketing was a departure from the traditional, stuffy advertising of the razor industry, and helped them differentiate themselves in a crowded market.