In under ten seconds he’s made a clear sales pitch: for $1 a month, Dollar Shave Club will send a fresh razor to your home. The video begins with founder Michael Dubin sitting at a desk. So what makes people want to click on, watch, share, discuss, and rewatch a brand video? Let’s break down the Dollar Shave Club approach. In other words, video will be an investment with a long return-as long as people click on it.

Newer virtual reality and augmented reality tools, which are an evolution of traditional video, bring clients even closer to the products, effectively help eCommerce companies to overcome the touch and feel barrier by creating a bond between company and client that can usually only be forged by an in-person experience.Īnd from a sales perspective, a video can make a pitch for your product an infinite number of times, anywhere around the world, at any time of day, without you or your sales team having to be there. If a customer has to see something to believe it, then video is the best way of transporting them to your showroom. Video also gives a company’s audience the most visceral way of experiencing a product. The case for using video in a company’s marketing mix has been clear for a long time.Īccording to a report (PDF) by The Aberdeen Group, companies that use video grow their revenue 49 percent faster year-over-year than those that don’t, they also get 27 percent higher click-through rates, 34 percent higher web conversion rates, and 41 percent more web traffic.Ĭompanies that use video grow their revenue 49 percent faster year-over-year than those that don’t. That’s what really birthed our brand.” Why videos work To the point where former Dollar Shave Club CMO Adam Weber told CMO.com: “It all started with video. As the case of Dollar Shave Club shows, video can generate brand loyalty, attention, and customers for even the youngest eCommerce startups. Follow up videos, and subsequently the company’s products, developed a cult following.įew other mediums have the power to reach so many people, so fast, and with such impact while generating such emotion. But that video paved the way for its quick success-racking up 4.75 million views in three months and generating 12,000 orders within 48 hours-a volume that shut down Dubin’s servers. When Dollar Shave Club released its first video in March 2012, it was a fledgling eCommerce startup. But one thing is perhaps most responsible for propelling it so far, so fast: video. Lots of factors propelled its journey from upstart to competitor to unicorn-hard work, a gap in the market, and a solid product to name just a few. From first shave onwards, billions of marketing dollars are spent to maintain the relationship.įast forward to 2016, less than half a decade after it was founded, Dollar Shave Club was acquired for $1 billion by that other consumer goods giant, Unilever. Why? Because the relationship between man and blade begins as soon as puberty kicks off. The male grooming category was considered disruption-proof and competition-proof. As he set out to start Dollar Shave Club, Proctor & Gamble dominated the razor market with a hefty 71 percent share. So Dubin decided try something novel: what if he could sell the razors using a subscription model? Everyone who shaves needs new razors on a fairly regular schedule, right? But his idea was also bordering on the delusional. “I knew immediately I didn’t want to sell them the traditional way.” “At the time, I was helping companies make promotional online videos,” Dubin told the New York Times. Dubin had a digital marketing background and was excited by the proposal.

It all began when the company’s founder, Michael Dubin, was at a party, and his friend’s dad asked for his help in selling a surplus supply of razors online. Seven years ago Dollar Shave Club was a startup trying to move 250,000 twin razors.

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