And he created a subscription-based grooming brand that men could identify with. So it was only natural to use this “weapon” of his to take a fairly mundane topic -yes, men’s razor blades are not that fun- and turn it into something big. Michale Dubin, Dollar Shave Club’s founder, can boast a background in improv comedy.

When your product is not something your audience has never seen before, the best way to market it is to give it personality. So Dubin had to do something big to get the attention of new customers and help them decide on building a new relationship with their razors.īut how? That was the question! The Solution The second was that when a man, at their puberty, starts using a certain brand, chances are he will not change. The first was that Proctor & Gamble dominated the razor market. And that sounds perfect enough for any company to start selling. So you can imagine how big the competition is.Įveryone who saves needs new razors regularly. Men’s interest in grooming is rising while consumers are today more concerned about personal hygiene. And is anticipated to exhibit a compound annual growth rate (CAGR) of 3.5% from 2019 to 2025. In 2018, the global razor market size was valued at $10.2 billion. And a unique video can prove a goldmine for your business. But we live in the age of visual media marketing.

Unfortunately, not every landing video is going to go as viral and effective. The video was part of the landing page and became a hit thanks to its authentic creativity and humorous advertisement. That’s what happened when Dollar Shave Club launched its now-viral revolutionary video back in 2012. 12.000 new customers in the first 48 hours!

1 dollar shave video