Dollar shave club was first set up by Michael Dubin 3 years ago with an idea to steal the market share from grooming giant Gillette, and with the company recently being valued at around $615 million, I’d say he’s done a pretty good job.
They kick started their triumphant campaign on 6th March 2012 when they released the Advert ‘Our Blades Are F***ing Great’. The video itself uses cutting humour to comically play up the inconvenience of buying overpriced razors and even stars the CEO himself. After it went live on YouTube, the amount of traffic generated by the Ad actually crashed the company’s servers – fast forward another 48 hours and the company had over 12,000 subscriptions. One user wrote: ‘I can proudly say this is the first Ad I have never skipped. Best ad I’ve seen on YouTube.’
Dollar Shave Club went on to release more videos, following the same theme throughout, and still feature the company’s witty CEO.