Who thought shaving would be so entertaining? Well, those behind Dollar Shave Club's original campaign did. What they created was an amazing creating unique content and distributing it in many engaging ways.
First of all, the "commercial" is so out of left field that it works! They made a decision not to go generic and hit it out of the park. So much so, it's the primary reason for their immediate success.
Once they created the content, now what? Dollar Shave Club distributed the video on various outlets including broadcast & cable television and online (Facebook, Twitter, YouTube, etc.).
Saturation and unique content were the winning one-two punch.
For more information on the behind-the-scenes of the campaign, check out the below article showing how this sharp campaign eventually landed a $12 million investment!