We love highlighting companies that are doing social right and this brand has done just that!
Imagine you are a new razor company trying start up in a world already saturated with different brands of razors. Gillette owns 72% of the market with Schick coming in as a close second, so how in the world are you going to pull off a successful launch?
Founded in January of 2011, Dollar Shave Club started off as a one-man venture run by Michael Dubin, and quickly expanded with its launch in 2012. If you haven’t seen their ads online, Dollar Shave Club delivers monthly box subscriptions of razors and other shaving products at a cheaper price than their competitors.
Focus on Video Content
DCS’s video content has contributed most to their success. Let’s recall their first video, “Our Blades Are F***ing Great,” that made them go viral and created quite the buzz (no pun intended) in the shaving industry:
Dollar Shave Club addressed problems people have with their blades, used a sense of humor, and immediately identified themselves with the customer and their specific pain points. The viewer finds out everything they need to know about the product in a minute and half, and voila! DSC has perfectly positioned their brand in the industry.
Why is the use of video important? It drives engagement, grabs viewer’s attention more than text, and is easily shareable.
Utilize Social Media as a Customer Service
Dollar Shave Club has an entire Twitter account dedicated to customer service. They engage with everyone who @replies them, and take the time to fix any issues. You may not need a separate Twitter account, but as we mentioned in “How to Make the Most of Twitter,” utilizing social media as a medium for customer service and engagement is a great way to build brand loyalty and let your customers know you care.
Understand The Audience
Males were the obvious main audience of Dollar Shave Club at first, and they knew exactly how to relate to them. They knew how to get their audience to be on their side rather than their competitor’s, with straight and to-the-point ads for Facebook like this one:
Stick with Simple and Clear Images
The company eventually targeted women with simple ads that they completely understand (I mean, does a woman really need a pink razor that costs $5 more than a man’s razor and does the exact same thing?) You can see this pattern of simplicity in all their designs and ads.
Sticking to these strategies will help create long-term customers, lasting brand awareness, more clicks on your content, and more revenue.
Dollar Shave Club sold for $1 billion to Unilever in 2016, just four years after launching.
If you are having trouble figuring out how to make social media and content creation a priority but know it’s important for your company, give us a shout! We are happy to help.