With our new column #ThrowAdThursday we take a look at California-based company DollarShaveClub.com that delivers cheap razors and various grooming products straight to their customers by mail. Their first video that starts the CEO of the company, Michael Dubin, as himself, went viral while reaching more than $24 million views on YouTube. The CEO explains that their 1$ shaving razors are “f***ing great” and wanders around their offices and warehouse, with babies, DSC’s employee “Alejandra” and even a bear making an appearance.
What happened with the club in 4 years after releasing the viral video? Just a fortnight ago the company released their new campaign called “What the FAQ?”. The videos see Alejandra and the bear return along with a selection of odd characters – ranging from a guru, prisoner, kid and even an executioner, that inquire about frequently asked questions and the Dollar Shave Club employees completely dispel their doubts.
The company retains their style, values, and business plan which seems to be working, as it has just been acquired by a European giant Unilever for $1 billion. This could be summed up in the words from the first video: “We are Dollar Shave Club and the party is on…”