How video commercial for Dollar Shave Club made their website crash

A) DOLLAR SHAVE CLUB:

Launched in 2012, Dollar Shave Club’s subscription razor service quickly disrupted the men’s grooming products industry. Their innovative launch video, strong content marketing campaigns, and direct-to-consumer business model enabled Dollar Shave Club to capture a large market share in just a few years. They were so successful that Unilever bought the company in a billion-dollar cash acquisition. Dollar Shave Club gained immense popularity through its witty and viral video marketing campaigns. showcasing its products and unique value propositions, ultimately leading to a successful acquisition by Unilever.

The video features Michael walking around a warehouse and explaining the main sdeas behind Dollar Shave Club. It’s a really funny video, with an informal tone that speaks to its target audience while clearly communicating the problems it solves and the product benefits.

When it launched on March 6th, 2012, the DSC website crashed almost immediately. The next day when it was back up, they had 12.000 new subscribers for their $1 per month subscription razor service.

As the only one great video content produced by them is not all that it took the company to achieve by their success in abundance it’s the small development that led to this big achievement and some of them are:

1.) Use a subscription model:

The idea for a subscription-based razor company came to CEO Michael Dubin when thought about the unpleasant experience of shopping for razors. They were too expensive, they were hidden in stores behind locked cases, and you had to rebuy them constantly.

So he began with a plan to ship high-quality razors to customers’ homes for a dollar each month.

2)Be consistent with your brand voice,

Pediar Shave Club established their witty brand voice in the first video, and it didn’t dere, They’ve continued creating humorous content, even after Unilever did acquisition.

We’re fortunate enough that Unilever bothers to leave us alone in terms of how they’ve positioned it. We’re obviously doing something right, it’s so good to have that coming from them to continue doing what we’ve been doing as we’ve enjoyed new success. They are letting us do our thing.” said Matt Knapp, the brand’s executive creative director. Their video marketing uses a combination of absurdity and average people with imperfect bodies. They bring out the humour in relatable aspects of everyday life.