This video was also used in some other marketing courses at
CBS. It was always the example of how to use the “new” media as a way to reach
your target audience at no costs.
I was interested in why exactly this video has been going
viral and wanted to understand what the drivers of its success are. After some
research I found an interview with the CEO (also starring in the video) of
DollarShaveClub on Youtube. In the interview he explains why he thinks they
were so successful.
- Content of the video
- Very clear business proposition (fulfilling a real need) which makes up a nice story
- Don’t give too much information (only one product promoted at the time)
- Funny video what people like to share
- Great casting? --> the actor was the CEO himself!
- Initial seeding of the video:
- They used the PR around their funding to seed the video in the tech world (initial seeding is key), later it got picked up by the mainstream presh
- Continuous customer engagement
- Social platforms (Twitter and Facebook) were used to engage with promoters
- Blog with allows for engagement with customers (idea sharing)
But what were the results? 2 weeks after launch the company
had signed up more than 12.000 subscribers.
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