You’ve probably heard the incredible story: Unilever acquired Dollar Shave Club for a jaw-dropping $1 billion. But have you ever wondered how a humble subscription service for razors pulled off such a massive success?
The answer lies in one game-changing move—a quirky, low-budget video that went viral and rewrote the rules of marketing. The famous video cost just $4,500 to produce, took only a day to make, and went on to rack up an astonishing 24 million views. But this wasn’t just a lucky break; it was a carefully executed strategy led by CEO Michael Dubin.
Here’s the step-by-step breakdown of how he made it happen:
1. Leveraging a Unique Talent
Before launching Dollar Shave Club, Michael Dubin spent 8 years honing his skills in sketch comedy and improv, developing a sharp sense of humor and timing. Instead of leaving that behind, he brought his passion and talent into his business, using it to create a standout marketing asset.
(What’s your unique passion or talent, and how can you use it to set yourself apart?)
2. Strategic Timing With Seed Funding
Dubin secured $1 million in seed funding to kickstart the company. But instead of rushing to announce it, he strategically coordinated the video release and the re-launch of their website at the same time. This triple-pronged approach—new funding, a fresh website, and a viral video—gave the media a compelling story, amplifying Dollar Shave Club’s visibility.
3. Timing the Release With SXSW
The timing of the video release wasn’t random. It launched just before the renowned South by Southwest (SXSW) festival, ensuring it became a hot topic during the event. With so many influencers, marketers, and innovators gathered in one place, the buzz around the video spread like wildfire.
The Results
- The video went viral, amassing 24 million views, catapulting the brand to instant fame.
- Four years later, Unilever acquired Dollar Shave Club for an incredible $1 billion, making it one of the most successful startup stories of the decade.
The video being talked about is Dollar Shave Club’s legendary launch ad titled “Our Blades Are F*ing Great.”**
Here’s a quick summary of the video:
- Humorous and Relatable Content: The video opens with Michael Dubin, the CEO, delivering a quirky, deadpan monologue about why Dollar Shave Club’s subscription service is better than overpriced razors sold in stores.
- Simple and Direct Message: It promises high-quality razors delivered to your door for just $1 a month, which was revolutionary at the time.
- Comedic Style: The ad is filled with witty one-liners and absurd humor, such as Dubin pushing a cart through a warehouse, a machete cutting tape, and a man in a bear costume.
- Low-Budget Appeal: Despite being made on a shoestring budget of $4,500, the video feels authentic and creative, resonating with a massive audience.
Why It Worked:
- It was relatable, addressing the common frustrations of overpriced razors.
- The humor was sharply executed, making it shareable and memorable.
- It conveyed a clear value proposition while staying entertaining.
This video became a case study in viral marketing, proving that creativity and a deep understanding of your audience can yield massive returns.
You can watch it here on YouTube.
Key Takeaway
Dubin’s journey demonstrates the power of creativity, timing, and leveraging your unique talents. It’s not just about having a great product—it’s about crafting a story that resonates, making bold moves, and knowing when to hit “go” for maximum impact.
So, what’s stopping you from using your talents and thinking outside the box to build your empire?
Source: www.inc.com