How creative marketing can make you rich
A startup with a $4500 video took down a billion-dollar company
I pray this account does the video justice. The story is just that good.
It’s a story of creative disruption. The upending of a huge consumer products monopoly with a blatant reputation for over-charging. In this case, the simple act of selling razor blades.
And it has lessons that you can learn on why cheap, fun, and creative marketing can work for you.
A boring, commodity product that a young Michael Dubin took notice of and made into an alternative buying experience.
For just $4500 he put together a 90-second YouTube skit that fired a cross-the-bow shot at the biggest of big corporate bullies — The Gillette Company — an 8.5 billion dollar brand.
Michael created the infamous Dollar Shave Club (DSC) a concept that would change everything.
The DSC persuaded its customers to buy direct, save money, and join a cool, funky membership club. They sent pictures of their pimple-faced workers mailing out your blades.
New members received a club card for their wallets.
And the DSC had ripe, low-hanging demographic—blade buyers getting scalped. Gillette was their obvious enemy.
Even now, if a shopper goes into a store, Gillette blades are literally under lock and key. Priced more expensive than gold.
So what a better campaign — save money, fight the pain-inducing, overcharging bully — and join a special club.
DSC took a boring-ass product and tapped into the human feeling of belonging. And you can too.
Oh, yea and Unilever bought them out for $1 Billion. Nice work.
Enjoy the next 90 seconds and let me know what you think!
Here’s another story that can help you make more $.
Shoutout Ema Fulga — copywriter. Sreese — doing everything. Robin Nemesszeghy — book writer. Jeff Herring Jan Sebastian Robin Nemesszeghy Yana Bostongirl Justjulieandherblog Justiss Goode Martin Vidal Scot Butwell MarkfromBoston
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