CNET’s Rafe Needleman posted about DollarShaveClub.com yesterday and I picked it up this morning. It seems that the key to a successful launch was one extremely-well-done one-minute video on YouTube, which I’ve embedded here:
I find this inspirational. It’s fascinating how this one big hit can be so effective. How much would a couple of million views cost in the open market? I haven’t investigated the back story, but whatever that is, this is still one great piece of marketing.
Notice that, although it may be the work of a startup, there is nothing amateurish about this video. Its production values are very high. It’s funny, it’s engaging, but it’s also very strongly focused on a value proposition. I’d love to know background on how it was produced, and how much it cost. (And I’ll add that in if I get it).
This is great work, and a good reminder of how many new ways there are to package an old product, start a new company, and disrupt a market.