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April 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.

dollar shave 2

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.

Dove 2

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.

An Intern’s Take on Myers Public Relations

We hate goodbyes at MPR, but when they do happen, we write about it!

Guest Blog by Melanie Ford, Myers PR Intern 2012-14

It’s hard to believe that my third summer at Myers has already come and gone. When I first applied for the position fresh out of high school, I truly had no idea what to expect. I remember going home after my interview and thinking, “I really connected [with Billie and Kate], but I doubt I actually got the job.” Imagine my shock when I got an offer a few days later!

My seasonal work after that phone call has truly launched my career and proved to me that office work doesn’t have to be the stereotypical “daily grind” – unless that grind is coffee-related! The staff at Myers has invested in, encouraged and mentored me immensely with a friendly professionalism that pervades their positive work culture.

1664During my first summer at MPR before college, I expressed that I was most interested in graphic design work…and give me graphic design work, they did! Here is one of my first projects at Myers which involved creating advertisement material for a client’s fall festival.


Although I was an intern, I was treated as an equal and encouraged to ask questions, request projects, and participate in staff meetings and professional development events, such as the
Reston Chamber of Commerce’s ACE Awards Luncheon.

IMG_7710By the time I came back for my second summer at MPR, I had decided to declare public relations as my major at school. The project managers at MPR sought to give me an overview of client properties and projects. I independently travelled to, oversaw, and photographed on-site events.

I also helped with social media analytics and event planning research. My best memory from this summer was hands-down calling reindeer farmers across the nation regarding reindeer rentals for holiday events! Unfortunately, reindeer are restricted from many states for health reasons, but this was still a fun, once-in-a-lifetime opportunity.

reindeer

During my third summer I did extensive research reports to aid in marketing proposals, media relations, and client relations. Most of my work was independent; I was given projects and trusted to take initiative to complete them.

I remember my first day at MPR and Kate asked me to research each of our clients to familiarize myself with the type of work that we do—note: this was also the same day that one of the offices in our building gave free Ben & Jerry’s ice cream to everyone in the building (best first day ever!).

(Taken by Melanie Ford)

(Taken by Melanie Ford)

The type of work that MPR does became abundantly clear as I overheard phone calls (we work in an open floor plan for optimal collaboration), sat in on conference room meetings, and engaged in office culture; the team goes above and beyond to ensure clients’ satisfaction and success.

 

There’s no way to say it other than this: interning at Myers PR is FUN! To recognize special occasions or completion of extensive projects, the office celebrates with lunches, toasts in the conference room, ringing an “accomplishment bell,” or on occasion, a visit to the Reston Town Center Bow Tie Cinema.

IMG_1137Don’t get me wrong, there were definitely some weeks where I had painstaking research projects for which I popped my headphones in and cranked out 40+ hours of work on that project alone. When the work was done though, I was thanked and encouraged profusely, which made it all worth it.

 

The work culture here is one of respect that is unparalleled by anywhere else that I have worked. The unique work ethic of our team is modeled by our founder and fearless leader, Marion Myers. According to this Game of Thrones character quiz which I posted on my Facebook profile a while ago (and the whole office ended up taking), her character is, very appropriately, Daenerys Targaryen the Mother of Dragons – nurturing, but tough as nails.

I sure am going to miss everyone, but we will see each other again!