Solve a specific ongoing problem (monthly razor purchases) by delivering an irresistible offer (high-quality razors for $1) directly to your door. However, he planted it, and now the curiosity grows. Mike does it expertly because he employs a time-honored attention-getting technique known as 'Plant The Seed.' He requested something that did not exist a split second ago in your mind. We have a sense of familiarity with them simply by viewing them on a screen. That is why, after seeing someone on the big screen, we go insane when we see them in 'real life'. Direct to camera approach because the brain can't tell the difference between the video and a real person. That is correct in our new business world, we place a premium on relationship building. The video's four most significant and striking points are as follows:īegin with 'The Bond' - Direct To Camera Personal Intro Nothing is left to chance in the video, which appears to be spontaneous and casual. When it comes to well-known strategies like how commercials or short videos go viral, the Dollar Shave Club spot meets almost all of them. Dollar Shave Club has continued to produce amusing, clever, and entertaining advertisements that are well-received by their target audience since their initial video launch. Experience with improvisational comedy at New York's Upright Citizens Brigade aided in developing Dollar Shave Club's marketing strategy in terms of its distinct sense of humor. He has previously worked for major brands such as Nike, Nintendo, and Gatorade. Michael Dubin, the company's CEO – who also appeared in the advertisement – had extensive experience in video marketing and creating branded content. In comparison to other brands, the company has since been recognized as one of the most entertaining when it comes to content marketing. Through the use of a Youtube link, the video effectively crashed their website within an hour of publication. Today the video has more than 27 million views and over 140 000 likes on its youtube channel. How Dollar Shave Club Achieved Sales Success Through a Viral Videoĭollar Shave Club received its initial boost from a $4,500 YouTube video shot in a single day in 2012. Unilever acquired Dollar Shave Club in July 2016 for an estimated $1 billion in cash.
One dollar shave video series#
In June 2015, the company raised $75 million in a series D financing round. Dollar Shave Club announced during its fundraising announcement that it would be expanding its product portfolio in 2014 to include a dozen additional men's products. A year later, a $12 million series B round was led by Venrock, Comcast Ventures, New World Investors, and Battery Ventures. In October 2012, the same consortium, joined by Venrock, invested $9.8 million in series A financing. In March 2012, seed investors including Kleiner Perkins Caufield & Byers, Andreessen Horowitz, and Shasta Ventures contributed $1 million.
They began operations in January 2011 and launched their website in April 2011 with funds raised through their own efforts and investments from Science Inc.'s start-up incubator.ĭollar Shave Club was financed by a group of venture capitalists. The pair met at a party and expressed their dissatisfaction with the high cost of razor blades. Dollar Shave Club was founded by Mark Levine and Michael Dubin. It's business model is providing monthly home delivery of razor blades and other grooming products. We are and the party is on.Dollar Shave Club is a Venice, California-based mail-order razor and personal grooming goods company. So stop forgetting about your blades every month and start deciding where you’re gonna stack all those dollar bills I’m saving you. I’m no Vanderbilt, but this train makes hay. Alejandra, what were you doing last month? Not working. We’re not just selling razors, we’re also making new jobs. Stop paying for shave take you don’t need and stop forgetting to buy your blades every month, Alejandra and I are gonna ship them right to you. I’m good at tennis.ĭo you think your razor needs a vibrating handle, a flashlight, a back scratcher and ten blades? Your handsome ass grandfather had one blade and polio. And do you like spending $20.00 a month on brand-name razors? 19 go to Roger Federer. Yeah, a dollar! Are the blades any good? No, our blades are f***ing great.Įach razor has stainless steel blades and a levira lubricating strip and a pivot head. Hi, I’m Mike, founder of What is ? Well for $1 a month we sent high-quality razors right to your door.
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