Dollar Shave Club's viral video (YouTube)
The goals of campaign were to create awareness for the new startup Dollar Shave Club and make a video that resonated with the core audience so much that it would significantly affect business. Here's how the campaign was implemented on YouTube:
Dollar Shave Club spent $4,500 on this initial video.
Why this is one of the best social media campaigns of 2012:
The product is smart; razors are expensive, and Dollar Shave Club provides significant business value. The brand kept the video short and relatable, yet bold. The video included a few "choice" words and humor that resonated with the target audience.