“It’s not just that consumers know what to expect, but that they come to anticipate your voice”
In 2012 Dollar Shave Club broke into the online video space with their “Our Blades Are F***ing Great” spot. It was cheap and cheerful – and people went absolutely crazy over it.
Why? It was funny. It was unexpected. It was the perfect example of a brand finding their own voice and using video to effectively express it.
And their DSC spirit is ringing just as loud as ever – which is ultimately why we love them.
Dollar Shave Club broke out with their brand voice and stuck to it – regardless of the distribution strategy. The voice they embraced online was no different than the voice they’ll now use on TV – and this is what resonates with a consumer. It’s not just that consumers know what to expect, approved but that they come to anticipate your voice. They look forward to what you’re going to show them next.
So what’s next for Michael Dubin and the DSC? We’ll just have to wait and see. And we are [eagerly] doing just that.brand video, brand voice, branded content, content marketing, content strategy, dollar shave club, online content, online video, video