November 2012: Launches in Canada and Australia March 2012: Releases first viral ad, gains 12,000 subscribers overnight Keep reading to find out how Dollar Shave Club took on Gillette as a market leader in razors and built a subscription model before anyone else was doing it.Ģ011: Launches operations and first website If Dollar Shave Club were going to take on Gillette, it would need more than a viral video to do it. In October 2012, YouTube would tweak its algorithm to prioritize videos with longer watch times over higher view counts-which could have changed the course of Dollar Shave Club’s history if the revision had been made just months earlier.Īnd while Dollar Shave Club may have launched with a bang! They would have fizzled out if they hadn’t reached beyond their flash-in-the-pan success for more ways to innovate and capture market share. The ad was released in March 2012, just as YouTube’s “ golden age of content” had reached its peak, according to several experts. That’s where he met the ad’s director, Lucia Aniello, who’s now known for her work on Broad City and Hacks. The day after that, the company gained 12,000 new customers at $1 per month for its subscription razor service-$144,000 in annual recurring revenue overnight.īefore you start to feel bad about your content, there’s some stuff you should know about Michael Dubin Dollar Shave Club’s now ex-CEO, and YouTube itself.ĭubin studied improv for eight years at New York’s famous Upright Citizens Brigade. The day it was released, Dollar Shave Club’s server crashed because it couldn’t handle the website traffic. With more than 27 million views as of this writing, Dollar Shave Club’s YouTube-only ad is easily one of the most successful of its kind.
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