What matters is that 24,000,000 people have watched the damn thing. But, it doesn’t really matter that you nor I think so. (No it wasn’t shot in India, I just think this makes for an aesthetically pleasing thumbnail).Īs you’ve probably gathered, it’s pretty damn funny. Having spent eight years in New York City studying sketch and improv, Dubin was confident he could shoot a video that not only told the story of the brand but also made people snicker… Our blades are fucking great.īefore we continue forward, you really need to give it a watch. While the shaving startup’s founder, Michael Dubin, didn’t have loads of dough to blow –– though they had just locked in $1 million in a small round of funding –– he had something money couldn’t buy. Their small marketing budgets force them to get creative and courageous versus playing it safe with fancy (and pricey) tools and metrics and loads of paid advertising.Īs a result… they craft marketing brilliance. We’ve seen it time and time again with startups. In order to bark with the big dogs, they were forced to get creative… David vs. Their marketing budget was but a tiny, microscopic fraction of their larger, richer competitors. However, there was only one problem… getting the word out. With industry titans charging 20x, Dollar Shave Club had a very compelling offer. (That wasn’t their exact verbiage, but you get the idea). That is until a magical little startup by the clever name of Dollar Shave Club stepped into the picture and began marketing the impossible –– a damn good shave at just $1 per month. With massive brands like Schick and Gillette dominating the shaving industry, there was no such thing as a cheap shave… Let alone a cheap, quality shave. Once upon a time, men who grew whiskers faster than a wooly mammoth in the dead of winter, found themselves coughing up an absurd amount of money to keep their face manes under control.
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