Building a brand in the digital landscape: Dollar Shave Club

•

2 likes•1,796 views

Brand building is a complex business, and the digital world offers marketers many channels to get your brand message across. With consumers now on multiple screens and constantly connected to the internet, how do marketers reach through the noise and make a success within this digital landscape. At a recent IAB event, my colleague Ben Arnold and I had the chance to talk about how the Dollar Shave Club used native video advertising to break the razor blade monopoly. Dollar Shave Club’s video amassed nearly 5M views within three months of its upload and stands at an extraordinary 16M today. With limited funding available the Dollar Shave Club focused on native video seeding & advertising supported by branded search and acquired 12,000 paying subscribers within 48h. Today Dollar Shave Club boasts 1M members and is on track to achieve $50M in revenue this year.

Marketing

3!
What is Dollar Shave Club?!
•  Online men’s grooming service
that offers a men’s razor delivery
subscription and additional men’s
grooming products by mail!
•  CEO/Founder: Michael Dubin
Marketing & Advertising
background!
!
•  Founded in 2011 in Venice, CA!
•  Initial $1m seed funding | Total
$72.8m funding to date!
•  Currently ships to customers in
the US, Canada and Australia!
https://www.youtube.com/watch?v=ZUG9qYTJMsI!

4!
DSC Products!
Razors – the Humble Twin, the 4X (aka Lover’s Blade) and
the Executive!
Dr. Carver’s Easy Shave Butter!
One Wipe Charlies!
Dr. Carver’s Magnanimous Post Shave All-In-One Daily
Moisturizer!

6!
The Results – A Huge Success!!
Immediate Response!
DollarShaveClub.com crashed hours after video release!
12,000 orders in ﬁrst 48 hours!
80+ editorial placements!
Video reached home page of Reddit!
4,750,000 YouTube views in ﬁrst six months!!
!
!
!
Native Video Campaign Results!
49 million earned media impressions!

8!
Video Case Study Takeaways!
•  Develop content that creates some type of emotional
connection !
•  Use native video distribution to drive strong earned
media results through discovery in editorial
environments!
•  Build social sharing into your campaign to encourage
video shares to create social reach and spread!
•  Synchronize efforts with your PR plan to drive massive
earned impact!

10!
www.adknowledge.com!
+442072129030!
@Adknowledge!
!
Questions?! Christian Dankl!
Director, EMEA Sales!
cdankl@adknowledge.com!
Ben Arnold!
Sr. Director of Operations, Giant Media!
ben@giantmedia.com!

DSC has battled against the industry giants and indicated that this “David” fears no “Goliaths”. Although it has currently 2 million active users, DSC still hasn’t turned a profit, despite bringing $64 million in revenue on 2014 and a projected $140 million this year. They have a solid market position, as their razor blades represent today about 10% of the razors sold on the USA. Their unique approach to the razor’s business has forced Gillette to create its own Shave Club, evidencing how influential they have been to men’s grooming market. And after three years on the market Dollar Shave Club is just getting started: so buckle up!

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Building a brand in the digital landscape: Dollar Shave Club

1. Turning $1 into $50,000,000! Christian Dankl! Director, EMEA Sales! Ben Arnold! Sr. Director of Operations! How Dollar Shave Club Used Digital Video to Break the Razor Blade Monopoly! Building a brand in the digital landscape!

2. 2! How to measure success in brand building?! •  Let’s start with the basics: A brand is the emotional and psychological connection a customer has with a business and its products and services. ! •  What is the role of digital? To create environments to encourage a relationship between a business and a customer! ! •  How do you measure success of digital brand building in video advertising?! •  CTR?! •  Brand lift?! •  View Rates?! •  … ! Brand building efﬁcacy = views per channel /genuine engagement!

3. 3! What is Dollar Shave Club?! •  Online men’s grooming service that offers a men’s razor delivery subscription and additional men’s grooming products by mail! •  CEO/Founder: Michael Dubin Marketing & Advertising background! ! •  Founded in 2011 in Venice, CA! •  Initial $1m seed funding | Total $72.8m funding to date! •  Currently ships to customers in the US, Canada and Australia! https://www.youtube.com/watch?v=ZUG9qYTJMsI!

4. 4! DSC Products! Razors – the Humble Twin, the 4X (aka Lover’s Blade) and the Executive! Dr. Carver’s Easy Shave Butter! One Wipe Charlies! Dr. Carver’s Magnanimous Post Shave All-In-One Daily Moisturizer!

5. 5! Launching the Brand! With a limited marketing budget, how does a brand generate interest?! ! Dollar Shave Club’s solution: Create a funny video written by and starring CEO Mike Dubin! Only $4,500 spent on self-produced video with friends! ! How to drive discovery of video? Build a robust video distribution and digital PR strategy! !

6. 6! The Results – A Huge Success!! Immediate Response! DollarShaveClub.com crashed hours after video release! 12,000 orders in ﬁrst 48 hours! 80+ editorial placements! Video reached home page of Reddit! 4,750,000 YouTube views in ﬁrst six months!! ! ! ! Native Video Campaign Results! 49 million earned media impressions!

7. 7! Sending DSC Into the Stratosphere! Brand Growth! November 2012 - $9.8m series A investment! April 2013 – launched shave butter product! June 2013 – launched bathroom wipes! October 2013 - $12m series B investment! May 2014 – launched post-shave moisturizer! September 2014 - $50m series C investment! Early 2015 – move into new 26,000 square foot ofﬁce space! in LA to accommodate 100+ employees! ! Today! • 1,100,000 members • Projected $80+ million in 2014 sales – up from $20 million in 2013! • Captured 10% of the US razor cartridge market by volume! • 40% of members are buying additional products from DSC beyond razors! !

8. 8! Video Case Study Takeaways! •  Develop content that creates some type of emotional connection ! •  Use native video distribution to drive strong earned media results through discovery in editorial environments! •  Build social sharing into your campaign to encourage video shares to create social reach and spread! •  Synchronize efforts with your PR plan to drive massive earned impact!

9. 9! Beneﬁts of Native Video! Engagement-based delivery – go beyond the view and secure high brand engagement! CPV cost structure – only pay for active viewers! Huge reach and scale - Giant is #1 native video network per comScore!

10. 10! www.adknowledge.com! +442072129030! @Adknowledge! ! Questions?! Christian Dankl! Director, EMEA Sales! cdankl@adknowledge.com! Ben Arnold! Sr. Director of Operations, Giant Media! ben@giantmedia.com!

Building a brand in the digital landscape: Dollar Shave Club

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