Dollar Shave Club launched in 2011 with a bold mission: make razor shopping simple and affordable. With a hilarious viral video and a direct-to-door delivery model, it challenged giants like Gillette—and won big.
📌 Strategy Highlights
- Iconic Launch Video: The 2012 launch video cost $4,500 and got 12,000 orders in 48 hours.
- Subscription Model: Delivered razors for just $1/month, making grooming easy and budget-friendly.
- Humorous Brand Voice: Memorable, cheeky, and relatable language kept customers engaged.
- Efficient Retargeting: Used Facebook and Google Ads to recapture leads effectively.
🚀 Results
- Acquired by Unilever for $1 billion
- Gained 3.2M+ active subscribers
- Paved the way for other DTC brands in personal care
- Became a case study at Harvard Business School
🔍 Takeaway
Dollar Shave Club proves the power of viral storytelling, humor, and smart digital funnels in disrupting an outdated market.