The Dollar Shave Club clip isnât just a fun and entertaining video clip. The CEO, Mike, clearly states, up front, what their value proposition is:  ”Thatâs right, for one dollar a month we send high quality razors right to your doorâ is stated within the first 10 seconds. If you stop watching, the key message has been received.  Keep watching and hear more of the meat of the message throughout the video, things like âdo you like spending $20/month on brand razors?â and âdo you stop forgetting to buy your blades every monthâ. These value proposition messages total at least ten instances in that one video and the clip finishes with the final line they want everyone to remember: âWe are Dollar Shave Club dot comâ.
We all know that the brand of a company is often an extension of the Founder and/or CEO. In this case, Mike, speaks directly to his target audience, as himself, in a way that resonates with them. How many guys have you seen watch this video and crack up at the spoof moments? Swinging for the tennis ball and missing, tossing the package to the life-sized bear?
More than that, the Dollar Shave Club integrated their brand and corporate personality into the mix with comments like âWeâre not just selling razors, weâre creating jobsâ and this exchange between Mike and one of the employees:
Mike: âWhat were you doing last month?â
Employee: âNot working.â
Mike: âWhat are you doing now?â
Employee: âWorkingâ
Mike: “Iâm no Vanderbilt but this train makes hay!”
If you say and do something memorable in your video , you provide something for people to talk about. Not a traditional tagline by any means, but âour blades are F***ing greatâ isnât something youâll forget quickly and it made you smile, right? Combine fun and memorable copy with ever-changing visuals. There isnât a three second moment of stillness in the entire 94 second clip. A life-sized bear, a toddler shaving a manâs head, a leaf blower moving money everywhere, thereâs so much going on, the viewer needs to watch it more than once to catch it all.
The most memorable item of all, all budding entrepreneurs with small budgets will be interested in this - Â reported cost for this video was only $4500!