Here at PureBlue we are always the look out for the next big .com hit, and this week I think we have found a peach.
The Dollar Shave Club is a US based new business launch that aims to dramatically cut the cost of shaving, by providing unbranded blades direct to your door on a monthly subscription basis. Well that does sound to spectacular you may say, nor is it revolutionary and I would agree with you.
However this company has chosen to bypass the more traditional forms of media favoured by its sports person toting, handle vibrating seven-bladed counterparts and focus all its design on a rather splendid social and digital media campaign with this tremendous video at it’s core.
The video has quickly become an Internet sensation with over one and a half million you tube hits and it’s easy to see why. It’s amazing to think how one fantastic video can prove more effective than the millions spent by Gillette et al in sponsorship and product development. OK – I’m sure it’s not going to overtake them overnight, but I be any of the major shaving firms would give their eye teeth for the success of this campaign – and the ROI has to have been beyond their wildest dreams.
If you are looking at an online marketing campaign you could do a lot worse than take a leaf from their book, their idea wasn’t revolutionary. Their use of media was.
