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September 22, 2019

Out of the Box Marketing Campaigns – Round Three – Shaving Time and Money

We promised a few of these, so here’s another one of our favorites. We have to do it. It’s mandatory. Everyone should know this video.

This video and marketing campaign was inspired by the quintessential grandfather, the wonderful tough guy out on the prairie that he was, and how the only thing he ever needed was one blade to shave. We’re talking about this one:

Back in 2012, Dollar Shave Club released its infamous video, which has scored nearly 22 million views and it never gets old. In fact, it sent so much traffic the website that it crashed the company’s server in the first hour. What makes the razor delivery company’s video so catchy is it’s apparent disregard for advertising standards. It’s self-deprecating and arrogant at the same time. It uses the f-word and succeeds. It embraces every nuance of good comedy – slapstick, one liners and…timing.

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Twelve thousand people signed up for the Dollar Shave Club service within 48 hours. The company now boasts 2 million subscribers. But profitability didn’t impact their levity, which is an inseparable part of the brand. Their print and social media ads continue to embrace comedy and challenge their competitors who make shaving seem…complicated. Dollar Shave Club is easy, funny and inexpensive.

This direct, humorous approach to sales may not work for every company, but it’s a clear winner for Dollar Shave Club.

Out of the Box Marketing Campaigns That Worked!

Here at Myers Public Relations, we love creative marketing campaigns that make audiences think, laugh and pay attention. We also like to give credit where credit is due and thus, we present the first in a series highlighting some of the most creative, thought-provoking and wild marketing campaigns that worked!

Marketing has changed exponentially in the last ten years. It’s not simply focused television advertisements or a snappy radio spot. Facebook currently has 1.19 billion monthly users and continues to grow. That’s 1.19 billion chances of your advertisement to be shared, liked and sent around the globe. No pressure, right?

Today’s featured campaign embraced out of the box thinking through challenging the status quo and having the confidence to be different. It called into question societal norms and biases, and has been effective across social media, print sources and television.

Dove’s Campaign for Real Beauty 

Dove

Dove launched their Campaign for Real Beauty in 2004 and since then, the company has worked to redefine the narrow concept of beauty perpetuated by fashion magazines, the runway, Hollywood, liquor companies (the list goes on). They employed various communications techniques to open discussion and challenge stereotypes. But what has really made Dove’s advertisements so poignant is that they are based on research.

Dove discovered that 91% of women ages 50 – 64 believe that it’s time for society to change its views about women and aging. Combine this with the fact that only 2% of women globally would describe themselves as beautiful and it’s clear that we have a serious self-esteem issue.

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This revelation led Dove to develop the Movement for Self-Esteem as part of their Campaign for Real Beauty, which provides women the opportunity to mentor the next generation and celebrate realistic beauty in order to develop body confidence and improve self-esteem. The program has reached 17 million young people in 112 countries.  And while Dove may be owned by Unilever, the same company that owns Axe (whose entire campaign is the objectification of women), there’s something to be said about bringing an issue to the forefront and having the ability to point the finger right back at yourself.

Dove has arguably turned the tide towards positive growth and meeting the emotional needs of 98% of women across the world. It brings up a valid concern, convenes discussions around the topic and speaks to an audience’s emotions. Overall, as a marketing campaign, it works!

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Check us out in a few weeks to see other campaigns that have nailed their message and branding.