Dollar Shave Club Launch
Launched global phenomenon, Dollar Shave Club to UK media, consumers & influencers
To celebrate the arrival of Dollar Shave Club to the UK, and help jump-start customer acquisition, a highly targeted influencer campaign was created – designed to raise awareness of the quality of the blades and communicate the brand’s unique personality. We recruited influencers from niche, but highly engaged, markets that tapped into the real passion points of Dollar Shave Club’s audience - including gaming, fashion and even magic!
Staying true to the brand’s fun nature, we gave influencers the freedom to create authentic content which resonated with their audience and resulted in truly unique YouTube, Instagram and Facebook content, all including a trackable redemption code. The results were phenomenal – with followers describing the content created by James Buckley (more commonly recognised as Jay from the inbetweeners) as “better than any advert”!
To bring the postal subscription business to life and reach thousands of target consumers, we also opened a pop-up store at high footfall location, Old Street Station. The Club Hub featured shaving stations with expert barbers, as well as a foosball table, jukebox and bar - all allowing consumers to experience the brand & products first hand. Launched with an exclusive media & influencer event attended by over 60 people and generating over 50 cuttings. 200 men were shaved, over 300 people signed-up on site, over 10,000 samples handed out and the campaign reached over 10 million. Collaborations led to 5 successful partnerships, producing content for Facebook, Instagram, YouTube and Twitter