Dollar Shave Club leveraged consumer reviews posted on Twitter to create a series of hilarious, shareable videos.
While there wasn’t anything especially unique about the reviews, they were a bit over-dramatic, i.e. “best thing that ever happened to me” or “best club I ever joined.” In the videos, Dollar Shave Club had some fun with these superlatives, giving them greater context inspired by well-known slangs or quotes. So the “best thing that ever happened to me” tuned into an astronaut walking on the moon, suggesting DSC was the “greatest thing to happen to mankind.” Likewise “the best club” turned into a scene in an airplane bathroom between a passenger and flight attendant. The light-hearted, fun humor fits with the brand’s personality and plays well on social, driving consumer shares, which is the holy grail. What’s more, the content heroes brand fans, making this effort a true Win, Win, Win!