Dollar Shave Club began its first marketing efforts with a single YouTube ad in 2012, claiming - "Our blades are f******* great!!" - an ad that brought in 12000 subscriptions within the first 2 days. Since then Dollar Shave Club has used video marketing as a cornerstone of its digital marketing strategy. The company successfully uses irreverence and humor as the cornerstone of its video ads and has hooked on millions of subscribers. Adam Weber, the CMO of the brand describes video marketing as the heartbeat of the Dollar Shave Club brand. Here are some of the key takeaways he offers to consumer brands starting their digital marketing campaign.
Takeaways:
1. Design for the channel. Context matters. Don't copy and paste your content.
2. Approach production with agility. Don't be afraid to improvise.
3. Tell a story, don't just sell. Ads are nature intrusive - videos should reward the consumer for giving you a moment of their time
Some of the metrics they use to evaluate success of a video marketing campaign are:
- Number of last clicks from video links that led to the website. Proportion of such clicks converted to subscriptions
- Video completion rates. If a user fully watches a 2 minute video ad. There is a higher chance of converting him to a paying customer.
Source: https://marketingland.com/cmos-view-adam-weber-dollar-shave-club-video-marketing-184234
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