Wednesday, May 16, 2018

Dollar Shave Club: Why it is important to keep evolving your online marketing strategy

Unless you have been living under a rock you would have seen and likely giggled at one of the Dollar Shave Club’s viral videos.


While this continues to work for DSC to a certain extent, company sales have plateaued and they are still relying heavily on the SAME single blade razor video (which contradicts their new multi-blade razor) they used when they launched. 

There is always the possibility that Dollar Shave Club isn’t as agile as it once was after the take-over by juggernaut Unilever in 2016. It could also be that the industry is now more ‘cut-throat’ with competitors such as Harry’s entering the fray. It could also point to an all too common scenario whereby brands start to fatigue with consumers and they are unable to continue servicing existing customers or attracting new customers.

As a brand matures it is important that their digital marketing strategy evolves with it and Dollar Shave Club is no different. With various online platforms now available to brands it is important to stay up to date with the latest ways to connect with consumers.

A great place to start is increasing the organic reach on your Social Media pages by posting engaging content.  YouTube seems to be DSC platform of choice for product launches, reviews and demonstrations from both themselves and influencers.  However, their Facebook and Instagram pages do not attract the same level of engagement which potentially limits the effectiveness of their paid advertising campaigns on those platforms. This is especially ‘concerning/interesting’ because, according to Marketing Week, the top 3 social media platforms that consumers prefer to purchase from are Facebook (19%), Twitter (10%) and Instagram (9%) respectively (Marketing Week).

A great way for DSC to reinvigorate their Facebook and Instagram would be to embrace live videos from behind the scenes, engage micro-influencers (who are influencers that have less than 100k followers) and share more user-generated content from both men AND women.

The ad itself isn’t particularly engaging and with advances in the types of ads (carousel, canvas & product catalog etc) that are available in Facebook, it is really surprising that they haven’t refreshed the ad creative. 

I don’t know about you but I tire quickly of seeing a bland single image ad repetitively and it seems I’m not the only one considering their recent decline in sales.

If you feel like your brand’s digital marketing needs to be sharpened up - book in for a free 45-minute strategy call right here.