Digital

Dollar Shave Club: why does this video have 2.5mn views?

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As far as YouTube videos go, 2.5 million views in 5 days, is something every ‘let’s-make-a-viral-video’ spouting marketer would die for. As I said earlier, brands can help consumers enhance their online experience by taking any of these roles: help consumers express their opinions, provide them with relevant news, by being useful in some way, provide entertainment, sell products or ideas.

The Dollar Shave Club essentially promises convenience: select one of our great razors, pay one low monthly fee, and we send ’em right to your door. No more over-paying for fancy brand name shave tech. No more forgetting to buy your blades. Now with that as a business premise in a relatively low-involvement category like razor blades, it feels right to see a light-hearted, funny video. So its entertainment all the way – it may not be as funny as the Old Spice ‘smell like a man, man’ TV commercials, but its fun nevertheless.

Directed By: Lucia Aniello

Apparently, Michael Dubin who co-founded Dollar Shave Club has some some stand-up comedy experience and stars in the video. The business model may be relevant to the US but the content does offer a learning or two for us in India. What say?

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

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