Momentum Strategies: The Advertising Case for the Viral Video

Have you seen the Dollar Shave Club video yet? What started as a video advertising a start-up online product has since gone viral, with more than 4 million views and counting on YouTube. Check out the video here:

[youtube=http://www.youtube.com/watch?v=ZUG9qYTJMsI]

The cheeky, fun video is similar to the Old Spice commercials with direct camera delivery and a spokesman striding with pride for his product, which is essentially a monthly razor subscription. What’s interesting, though, is that the Dollar Shave Club started as a simple concept with no marketing budget, not backed by corporations or national advertising campaigns. Since the video’s creation, the company has raised $1 million in venture capital money and signed up 12,000 people within the first 48 hours of the video’s upload, thanks to its viral spread across social media. The start-up company currently employs 5 employees and has only been open for several weeks.

The whole Dollar Shave Club concept is simple, but its approach to social media with a traditional television advertising storyline is what really makes it a current success. Its simple message (told with overwhelming coolness) has attracted men and women alike to watch the video, who passed it along to their friends, family and social networks to help the company take off.

The video is proof that social media can indeed lead to direct sales, but it also goes to show that a strong message, product and a sound company brand is attractive no matter the medium. Do you need help creating an advertising concept that will stick with consumers and sell your products – while driving your own business’ message forward? Contact Momentum today to find out how we can help.