Dollar Shave Club, which has been around for less than a year, came out guns blazing last month, releasing a funny YouTube video that, I think, takes its cue from Old Spice’s famous “The Man Your Man Could Smell Like” campaign.
CEO, Michael Dubin, speaks right to the camera, telling us exactly what his company is all about and why we should sign up. And it’s hilarious. I’d watch this video a few times over even if Dollar Shave Club wasn’t a real business.
But it is, and its marketing is effective. The video went viral in a week’s time, and now has over four million views. Combined with its solid business model – easy delivery of bare-bones razors – it has the media’s attention in a big way.
There’s a great lesson here in quality vs. quantity.
To be fair, it’s not just its marketing – the company genuinely seems to have a good product and a clear market – which is essential. Only time will tell how successful the campaign was. But, there’s no doubt that clever marketing produced a huge boost that the business would not have seen without it.