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5 Reasons Dollar Shave Club Turned Into a Massive Success
A brand that is having fun and not taking itself too seriously
Brands behave way too seriously most of the time. Taking the opposite approach and having fun with its brand image and advertisement is what differentiated Dollar Shave Club from its competitors in an already saturated market. To attract new customers in very competitive environments, companies must take calculated risks.
Dollar Shave Club is an American company, founded in 2011 by Mark Levine and Michael Dubin. Five years later, the brand was acquired by Unilever for a reported $1 billion. Nowadays, the company has more than 4 million subscribers and a team of 600 employees.
How did a company delivering razors achieve such a tremendous success in a few years’ time? What did the brand do differently than anybody else and how did it retain its customer base? Let’s explore some of the bald marketing strategies Dollar Shave Club took to quickly gain traction and become a distractor.
A Viral Video That Started It All
In March 2012, the company posted a video called “Our Blades Are F***ing Great” which exploded on the Internet and made DSC a ton of new fans and influx of clients. Currently, the video is at 26 million views and…
