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.
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All interesting creative ideas and executions for the most part. But what I'd like to know is did these efforts increase their brand awareness? or the number of loyalists/followers/pinterest members or facebook group members? Or affect sales in any way? I had never actually heard of any of these with the exception of Nike's and I am a member of all of the social networks and platforms on which these ran.It'd be great to have some actual statistics.
Love these, especially Honda, which leveraged a great tactical insight, and also Grey Poupon with a creative one. Sephora on the other hand must have generated tons of fake fans by giving away prizes with such mass appeal - I would have advised something more relevant to its customers.
I like Dollar Shave Club's video and America's Got Talent YouTube submissions. Both campaigns are viral.
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