Go tell your friends dollar shave club
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Not everyone cares about that much about razors, and probably no one would care enough to check in daily. When you see it in action, it makes perfect sense. Creating articles that are not advertisements might seem counterintuitive: why spend all that effort cranking out content that doesn’t promote a product?Īrticles on MEL boast bawdy headlines like “ How Super Gonorrhea Became Super ”, and they feature prominently on Dollar Shave Club’s website. This is an important part of any great content marketing campaign. So on top of catchy videos and social media content that spoke directly to customer’s shaving needs, he started an online magazine called MEL, which produces content that does not directly promote Dollar Shave Club. This may work for a short term interaction like a Facebook ad, but as we have seen… content marketing is more about relationships.
![go tell your friends dollar shave club go tell your friends dollar shave club](http://blog.hightail.com/wp-content/uploads/2014/11/dollar_shave_club_storytelling.jpg)
But Dubin’s team didn’t just make marketing videos.Īs Kyle Gray put it in his book The Story Machine, “A common mistake most content marketers make is focusing on a customer avatar with specific pain points and trying to write directly to those pain points. The company poured everything it had into creating sequel after hilarious sequel.
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Dollar Shave Club is yet another jewel in the crown of digital content marketing. Digital Content Marketingĭubin’s strategy went way beyond that first video. This masterpiece of a video brought in 12,000 subscriptions in just two days. It even has a happy ending: money, dancing, upbeat music, smiles, and an American flag. It’s funny, but there’s tension, too you want to see where he’s going, what happens around the next corner. We follow him on a suspense-filled journey through his warehouse. There’s narrative, starting with an Everyman hero (“Hi, I’m Mike”). It’s a micro-story, told in just a minute and thirty-three seconds. It has enough unexpected twists-a toddler shaving a man’s head, a giant bear, a machete to cut packing tape-to keep you watching. It’s an odd humor: jarring compared to other razor advertisements. That’s a catchy ad: the kind that makes people want to share with friends, or watch another of the brand’s videos, or ditch their drugstore razors for a subscription. What stands out most in this viral video is the humor-I’ll talk about other aspects in just a minute. Not bad for an irreverent mashup of comedians, digital storytelling, and blades that are “F****** Great.” How did founder Michael Dubin manage to create a disruptive market model-and sell it for one billion dollars-in less than five years? Telling Funny Storiesĭollar Shave Club crashed Gillette’s party with what might be the best debut ad of our young century. In a few years’ time, it had catapulted into the realm of the unicorns.
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“I think I came to college not really sure what the purpose was.Dollar Shave Club started selling disposable razor subscriptions in 2012. “I will admit to not being the most successful student my freshman and sophomore year,” he told Elliott. He struggled academically, never quite finding the inspiration that would point him in the right direction. When pressed about the injury, he went a step farther, saying, think of it as “a metaphorical chair-a life chair, and I broke my spiritual arm.” Indeed, Dubin has made no secret of the fact that his Emory experience One of his we-can-laugh-now memories is breaking his arm when he tried to jump off a chair and dunk a basketball. At the time, that’s pretty much where his vision for the future ended.ĭubin recently told the Emory Wheel that he built a great network of friends and contacts at Emory, getting to know a diverse set of people from all over the country and the world through his classes, social life, and membership That seems like a pretty cool place to go.”Įmory’s location was a big attraction for Dubin, who enjoyed studying the Civil War in high school and wanted to get a feel for Atlanta and the South. As Dubin tells it, he picked it up, read it, and thought, “Huh. During his junior year at Haverford, a friend who was applying to colleges left an admission brochureįrom Emory on his hall table by accident. Dubin grew up in Bryn Mawr, Pennsylvania, and attended high school at the Haverford School, a private school outside Philadelphia.