How paying less attention to awards and more to social led to Dollar Shave Club’s viral campaigns
Bath jerky. Pornhub. Dad bods. An ad made for US$11 in one afternoon.
These campaigns were only possible because Dollar Shave Club’s VP creative, Matt Knapp, is motivated not by awards, but by comments on social media.
Mumbrella’s Damian Francis with Dollar Shave Club’s Matt Knapp
It’s just a pity the product is so crap!
I’m with you – great brand – great concept, crap product… I’d buy it if the product worked.
Nice article – Great insight into their culture
love this story
I saw a couple of YouTubers plugging dollar shave e club the other day. They are too Kool for school and try to brand themselves as alternative and not mainstream. I duly reminded them that they are on the payroll of Palm Oil forest killer Unilever…
Great products. Great ad. Great service.
If I had a dollar for every marketer that said to get in front of the C Suite and solve real business problems, I wouldn’t have this agency-stereotype beard.
(Not to detract from the work – it’s great, and a nice reminder that what excites ad people [and wins awards] doesn’t necessarily sell shit.)
Advertising on porn doesn’t make your brand edgy, but completely unethical. The fact that there is an audience who watch porn is true, but how can DSC guarantee that the participants on porn hub are of legal age, completely consented or are not being forced in to something against their will?
Surely there are more effective placements to reach this audience from both a targeting and contextual perspective