This Business News Story Was Uncovered By Us From: https://www.under30ceo.com/dollar-shave-club-use-storytelling-rock-saving-industry/
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When Dollar Shave Club burst on to the scene in 2011, few could have predicted the destructive path they’d pave along the way. After all, they were going up against the likes of Gillette, so what chance did a lowly startup stand? Well, with some killer storytelling, and non-conforming approach, they had everything they needed.
Their rather memorable video in 2012 prompted over 12,000 orders within 2 days, won the ‘Best Out-of-Nowhere Video’ Award, and has gone on to receive over 16 million views. Yet this company didn’t exist in June 2011. It all began when Michael and his c0-founder, Mark Levine, met at a party and vented about their frustrations of shaving costs and convenience.
Sure, they raised millions through seed money, but they went up against mammoth conglomerates like Gillette and Wilkinson Sword. This is an industry worth an estimated $30 Billion, and Gillette owns around 70% of this.
Think about it for a second. Run those numbers through your head and consider the possibility of a startup with a few million to its name going up against one of the largest brands in the world… in a market saturated with big boys… where the norm is to spend millions on endorsements…
THE STORYTELLING TECHNIQUES BEHIND THE DOLLAR SHAVE CLUB
I love storytelling for many reasons, but we often underestimate the power of a brand story. Because as people, we don’t care about market share and how rich a brand is. Brand recognition helps, but deep down in our ape-like-mind, all we care about is whether something connects with us (be it a brand, person, or idea).
A Brand Story doesn’t care for money or big budgets, it only cares about the storytelling techniques used to create something meaningful; to share a message in a certain way that sto… Read More
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