Dollar Shave Club’s launch video went viral in 2012 and helped to catapult the brand into a $1 billion company. In the first three days of its release, the video received over 12 million views and generated over 12,000 new subscribers. In this in-depth analysis, we’ll explore why this video was so successful, by breaking down its objectives, analysing the hook, and examining how it seamlessly blends humour, authenticity, and a clear value proposition to create marketing magic.
OBJECTIVES
- Increase brand awareness: As a new company, Dollar Shave Club needed to get its name out there and make people aware of its unique subscription-based service.
- Generate leads and drive sales: The ultimate goal was to convert viewers into paying subscribers.
- Position the brand as a disruptive force in the market: The video aimed to challenge the status quo of the razor industry, which was dominated by expensive, over-engineered products.
THE HOOK
- Disruption of Expectation: The video immediately subverts the typical razor commercial. Instead of sleek visuals and a serious tone, we see a cluttered office and a CEO who introduces himself as “Mike.” This unexpected approach creates intrigue.
- Curiosity-Driven Question: “What is DollarShaveClub.com?” This simple question directly engages the viewer and promises a clear explanation, making them want to learn more.
- Instant Value Proposition: The core benefit is delivered immediately—high-quality razors for just a dollar a month, conveniently delivered. This hook targets the viewer’s desire for affordability and simplicity.
It is important to note that the humour and persona of Michael Dubin are essential to the video’s overall success but these elements land slightly after the initial hooks have engaged the viewer.
WHY IT WORKS
- Humour is Memorable: The video is funny, plain and simple. It’s packed with witty one-liners, unexpected situations, and a healthy dose of self-awareness. This humour makes the video memorable and shareable.
- Authenticity Resonates: Despite the humour, the video never feels forced or inauthentic. It portrays the brand and its founder as relatable and approachable. Viewers connect with Dubin’s down-to-earth personality and genuine enthusiasm.
- Direct and to the Point: The video gets straight to the point, clearly explaining the problem (expensive razors) and the solution (Dollar Shave Club) within the first few seconds. There’s no wasted time or unnecessary fluff.
- Social Currency: The video gave viewers something to talk about and share with their friends. It was a fresh, funny take on a product that everyone uses. It tapped into the power of social currency, making people feel good about sharing it.
TAKEAWAYS
- Don’t be afraid to be unconventional and bold: Break free from industry clichés and dare to be different. A unique approach can make your brand stand out in a crowded marketplace.
- Authenticity is crucial: People connect with realness. Showcasing your brand’s personality and values in a genuine way can build trust with your audience.
- Humour sells: When used effectively, humour can make your brand more memorable, relatable, and shareable.
- Keep it concise and engaging: Attention spans are short, so it’s essential to capture attention quickly and maintain engagement throughout the video. Deliver your message concisely and keep the pacing lively.
MAKE IT YOURS
- Replace razors with your product or service: Highlight the key benefits and features of your offering.
- Showcase your brand’s personality: Inject humour, wit, or any other element that reflects your brand’s voice.
- Keep it simple and relatable: Use everyday language and situations to connect with your target audience.
- Focus on the problem you solve: Emphasize how your business makes your customers’ lives easier or better.
- End with a strong call to action: Tell viewers what you want them to do next: Visit your website, sign up for a free trial, or learn more.
HOW YOU COULD ADAPT IT…
- Lifestyle retail product: A character could showcase a curated collection of clothing or homeware items while highlighting the brand’s unique style, and the convenience and affordability of the subscription.
- SaaS business: A character could playfully demonstrate the frustration of using outdated software, then introduce your SaaS solution as the simple, intuitive alternative that streamlines workflows.
- Personal service business (Hair Stylist): A character (a client) could express the dread of a bad hair day, then transition to show the positive transformation after a visit to your salon.
- Professional service business (Accountant): A character could playfully highlight the stress of tax season, then introduce your accounting firm as the reliable partner that simplifies finances and provides peace of mind.
- Content creator (YouTuber): A character could express frustration with slow progress (learning a new skill, e.g. cooking or photography), then showcase the benefits of your online course or coaching program.
- Real Estate: A character (potential buyer) could highlight the challenges of finding the perfect home. They could then transition to show how your real estate agency uses technology and personalized service to find dream homes.
- Travel and Hospitality: A character could showcase the stress of planning a vacation. Transition to how your travel agency curates unique, hassle-free travel experiences, offering a taste of relaxation and adventure.
- Health & Wellness: A character could begin by feeling sluggish and unmotivated. This could transition to the character feeling energized and revitalized after using your product (e.g., a fitness app, healthy meal delivery service, or mindfulness app).
VIDEO SCRIPT TEMPLATE
Scene 1:
Setting: A character sits at a desk in a space that relates to your product or service. The background is subtly humorous, playing on industry clichés, or showing relatable chaos. For example, an accountant’s desk could be comically overloaded with paperwork.
Character: (Looking at the camera with a slightly bewildered expression)
Let’s be honest… [Common pain point related to your industry/product].
(Pause for a beat, letting the statement sink in. Then, a slight shift to a more confident, reassuring tone.)
That’s why we created [Your Business Name].
Scene 2:
Setting: Same as Scene 1
Character: (Leans back, more relaxed and confident)
For [Price/Offer], we [Value proposition/Key benefit of product or service].
Scene 3:
Setting: Same as Scene 1
Character:
Yeah, you heard right. [Price/Offer].
Are [Your Product/Service] any good?
No.
Scene 4:
Setting: Transition to a different location within your workspace or a space related to your product/service (e.g., a production area, a client’s home after a renovation, a peaceful setting for a wellness product). This setting should offer a visual contrast to the first scene.
Character: (Walking confidently, product/result of service in hand)
No… they’re [Superlative adjective, e.g., amazing, fantastic, incredible].
Scene 5:
Setting: Continue transitioning through different locations as you highlight more benefits, features, or advantages. Be playful. Show personality.
Character: (Speaking directly to the camera, maintaining a humorous and engaging tone)
[Your Product/Service] is so [Benefit/Adjective] that… [Insert humorous anecdote, surprising fact, or quirky demonstration related to product/service]. And do you really want to [Pain point your product/service addresses] when you could be [Positive outcome of using your product/service]?
Scene 6:
Setting: Return to a setting similar to the opening scene or cut to a simple backdrop (even a plain wall) for a direct-to-camera message.
Character:
So stop [Pain point/Problem] and start [Desired action/Positive outcome].
We are [Your Business Name]. And [Your tagline, slogan, or final message that leaves viewers with a memorable takeaway].
Scene 7:
Setting: End the video with your logo, tagline, and website address.
Remember, authenticity and humour are key here. Don’t be afraid to have fun with it and let your brand’s personality shine through.