Dollar Shave Club: What Makes a Great Video Campaign?

We’ve all seen it, and if you haven’t, it’s time to catch up. The Dollar Shave Club video is one of the most iconic marketing campaigns in recent history. But what exactly makes it so effective? More than just razors, this video campaign exemplifies the power of video marketing done right. A well-structured, engaging, and strategic video marketing approach can take a brand from obscurity to viral success in a matter of days. Check out their ad here:

1. Clarity and Simplicity: Say It Like It Is

The best video marketing campaigns don’t waste time. They get straight to the point with a clear and compelling message. Even the description beneath Dollar Shave Club’s video reads: “Dollar Shave Club couldn’t be simpler.” Fancy language and convoluted explanations can turn viewers away within seconds.

In the first 15 seconds of the video, the message is loud and clear: “For a dollar a month, we send high-quality razors right to your door.”

Why does this work?

• Viewers instantly understand the product and service.
• The brand positions itself as direct and honest.
• Simple messaging makes it easy to remember.

Your video marketing strategy should do the same—focus on clarity, cut the fluff, and tell your audience exactly what they need to know. This can apply to any product or service, from tech gadgets to consulting services. A video should never leave the viewer wondering what was just advertised.

Additionally, adding subtitles or captions can enhance comprehension, making your video accessible to a wider audience, including those who prefer to watch with the sound off or individuals with hearing impairments.

2. Authenticity: The CEO as the Star

People connect with people. That’s why having a CEO or a key team member fronting a marketing video helps humanise a brand. Dollar Shave Club’s video features its founder, Michael Dubin, delivering an engaging and humorous pitch. Instead of a faceless corporation, the audience sees a real person representing the business. This builds trust and relatability, key factors in consumer decision-making.

Benefits of using your CEO or team members in video marketing:

• Builds trust and credibility.
• Helps customers put a face to the brand.
• Creates a more personal connection.

If your CEO isn’t comfortable on camera, consider using a spokesperson who reflects your brand’s values or even creating an animated character to represent your business. The goal is to make your brand more approachable and memorable.

3. Humour and Entertainment: Keep Them Watching

Great video marketing isn’t just informative—it’s engaging. Humour plays a huge role in keeping viewers watching till the end. Dollar Shave Club’s video features witty one-liners, unexpected visual elements, and a confident, charismatic delivery.

Your audience isn’t looking for a boring sales pitch; they want content that is fun, fresh, and worth sharing.

Ways to use humour in video marketing:

• Exaggerate common frustrations your audience faces.
• Use relatable and conversational language.
• Play with unexpected visuals or surprises to keep things dynamic.

A well-placed joke or an entertaining delivery can make a marketing video more memorable and shareable. However, humour must align with the brand’s personality and resonate with the intended audience. Otherwise, it risks alienating potential customers.

4. Highlighting Benefits Over Features

One of the biggest mistakes in video marketing is focusing too much on features instead of benefits. Your audience doesn’t just want to know what your product does—they want to know how it will improve their lives.

In the Dollar Shave Club video, the product benefits are clearly outlined:

• Affordability – Why pay $20 for a razor when you can get one for $1?
• Convenience – Razors are delivered to your door.
• Simplicity – No unnecessary bells and whistles, just what you need.

Lesson for video marketers:

• Don’t overcomplicate your message.
• Explain how your product solves a problem.
• Use visuals and storytelling to reinforce these benefits.

Visual storytelling is a particularly effective way to illustrate benefits in action, showing rather than just telling how a product or service makes life easier, more enjoyable, or more efficient.

5. Addressing Customer Pain Points

Great video marketing addresses common customer frustrations and presents a better alternative. Dollar Shave Club pokes fun at overpriced razors with unnecessary features and endorsements. This resonates with customers who feel they’ve been overpaying for a simple necessity.

To make your video marketing campaign effective:

• Identify your customers’ biggest pain points.
• Show that you understand their frustrations.
• Present your product as the clear solution.

Case studies or testimonials in videos can reinforce this message, providing real-world examples of how your product or service solves problems effectively.

6. A Clear Call to Action (CTA)

Every great video marketing campaign ends with a strong call to action. What do you want viewers to do next? Subscribe, buy, sign up?

In the Dollar Shave Club video, the message is simple: “Stop overpaying for razors—join Dollar Shave Club today.” This direct approach makes it easy for customers to take the next step.

Best practices for an effective CTA in video marketing:

• Keep it short and action-oriented.
• Use on-screen text to reinforce the message.
• Provide a sense of urgency (e.g., “Sign up today!”).
• Offer an incentive, such as a limited-time discount or free trial.

7. Multi-Platform Distribution: Make Your Video Work Harder

A great video won’t have an impact if no one sees it. Video marketing is about maximising reach and engagement across multiple platforms.

Where to distribute your video:

• YouTube – The second largest search engine.
• Social media (Facebook, Instagram, TikTok, LinkedIn) – Tailor versions of your video to suit each platform.
• Your website – Embed it on your homepage or product page.
• Email marketing campaigns – Videos in emails boost engagement rates.
• Paid ads – Extend your reach through YouTube and Facebook ads.

The more places your video appears, the greater its exposure and impact.

Final Thoughts: What We Can Learn from Dollar Shave Club

Dollar Shave Club’s viral video success wasn’t an accident. It followed key video marketing principles:

• Clear messaging
• Authenticity and humour
• Customer-centric storytelling
• A strong CTA and wide distribution

By applying these strategies, any business can create compelling video marketing content that drives engagement and sales. Whether you’re a startup or an established brand, investing in video marketing is essential for standing out in today’s digital landscape.

Now, take inspiration from the best and start creating your own impactful video marketing campaigns!