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How Dollar Shave Club Beat Gillette With Video
In 2012, Dollar Shave Club launched with a four dollar video that cost one thousand dollars to make but generated eight thousand orders in the first forty eight hours. This episode breaks down the specific creative and distribution mechanics behind that campaign, why it worked when traditional razor marketing failed, and how the brand used direct response principles to build a billion dollar business before being acquired by Unilever. We look at the math of customer acquisition costs, the power of long form video in social feeds, and the strategic decision to focus on convenience over price…
The skinny
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