In a digital marketplace crowded with marketing channels and marketing messages, businesses are faced with the age-old question — How do you cut through the clutter to get attention? With awesome creative, of course!
I just watched a late-night tv commercial from Gillette for ProGlide shaving cartridges that promises to last 5 weeks before dulling. It was aimed at the young male 20something demographic. It featured global travel, exotic locales, and the idea of around the world on a single blade. It was excellent in a big budget epic way. I’ve recently seen another well-done Gillette commercial for the Fusion ProGlide Styler featuring noted music and acting personalities with facial hair, André 3000, Adrien Brody, and Gael Garcia Bernal. A fresh approach in a competitive category. I’ve also stopped by the men’s shaving aisle during a grocery run and been overwhelmed by blade choices. Survey Gillette’s product lineup here for what I mean. Add in Schick’s offerings and it can be genuinely stupefying to remember what brand and version is in your own medicine cabinet. What’s more, razor blades now all come in plastic lockboxes that need to be opened at checkout in order to prevent shoplifting of these increasingly high-priced personal care necessities.
I’m guessing Michael Dubin found himself similarly challenged to buy and pay for a razor and blades when he conceived his new start-up DollarShaveClub.com. A blade of the month club? Sounds like it may have been something tried and failed during the dot.com boom and bust period. Wrong. This enterprise is 2.0 conceived, built, and rolling.
I dare you to watch this YouTube viral gem without chuckling multiple times at how well-crafted on a micro budget it is. This isn’t Victor Kiam “I liked the shaver so much I bought the company” — it is Michael Dubin taking you behind the scenes at his entire start-up operation to cheekily demonstrate why his blades are so inexpensive and such great values at the same time. The clip is so entertaining that it has already been featured content on Mashable , All Things D, and Huffington Post and is already over one million views on YouTube.
But the terrific creative doesn’t end there. The DollarShaveClub.com web site itself is a model of smart sales copy, good/better/best consumer choices, terrific graphic design, and ease of e-commerce. In other words, creative and commerce are in collusion for maximum results. Big package goods corporations have a lot invested in brand identities and line extensions, including big ad production and media budgets to feed the sales pipeline. Michael Dubin doesn’t have those luxuries. But he does have a winning concept and an awesome creative vision.