Great Videos from Ordinary Businesses - Dollar Shave Club Videos

How do you watch internet videos? YouTube say that mobile makes up 40% of global watch-time, and that figure is growing. What is even more interesting is that 92% of mobile viewers share videos with others. Those two figures are important because it means your potential customers do not have to be tied to their home computer to see what you have to offer. They could quite as easily be in the high street and ready to buy.

Also, if you have a video and it excites the viewer there is a good chance they will share it with their friends, and you can’t get better free advertising. This week’s video shows how phenomenal the effect of video sharing can be, both in views and in revenue.

Dollar Shave Club – Our Blades are… Great

In the fifth video in our series we look at a well-made promotional video featuring the co-founder of the company, Mike Dubin.

The Dollar Shave Club video targets the male viewer who is fed up with expensive razors and the need to go out and buy them. The video is very funny; you just love it and the idea of the club.

Mike, the CEO, presents the video himself with dead pan delivery and marvellous slapstick humour. The video has obviously been scripted and directed extremely well, with a professional hand behind it. Mike Dubin does not hesitate to take the p**s out of himself and poke fun at his rivals. It’s entertaining and connects with the company’s target market.

The video also doesn’t waste time and gets to the point very quickly. In the opening few lines Mike tells you what the company does for the consumer and why they should buy it. He says, “Hi, I’m Mike, founder of What is Well, for a dollar a month we send high quality razors right to your door. Yeah, a dollar. Are the blades any good? No... They’re f***ing great”. Yes, the video connected with men, and within six hours their website had sold out. More amazingly, the video helped 

When this video went live on YouTube in March 2014 (8 months after the company launched) it immediately went viral and by the end of the year 50,000 users were referring a friend every month. The video helped the company to make an emotional connection with its male audience and build their trust. Customers have become unpaid evangelists for the company’s products. They are Loyalists and Champions, as Mike Dubin calls them, and they do go out of their way to promote the product they have emotionally bought into.   

Four years after the video’s launch it has had over 23 million views, generated tens of thousands of comments on social media and helped in delivery the best news ever for the four-and-a-half-year-old company.

In July 2016 Unilever bought the business for, wait for it, $1 Billion!

Key takeaway from this video

Although your comic timing and delivery might not be as good as Mike’s, this video does show that often the best person to appear in the video is the founder, owner, CEO, or whatever you want to call them. The company was their idea, they planted the seed and they are passionate about it. That passion will show through when you engage with your viewer. Don’t be stuffy, be natural and avoid sterile business speak. I recently filmed a CEO and asked him to try and connect with the viewer by looking a little friendlier by smiling, he responded by saying, “I don’t do smiles”. You can image how the video turned out.

A word of warning though. Although using humour is a great way to engage with your viewer be careful. What you think is funny may not be what your viewer considers funny. Good comedy can be hard to do really well. If your script or your ability to carry it off aren’t up to scratch, forget it. Alternatively consider leaving the comedy to an out-takes section at the end of your video. Those bloopers will appear natural and funny.

Next week’s video

Next week we look at a video to promote a Glasgow company. The writing is clever but the videography would not be beyond most people with a few videos under their belt. The video makers tug at your heart strings and I defy anyone not to be moved, just before a clever twist at the end.

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