About the Company

• Started out as a monthly subscription service of

razor blades on 2011
• $3-$9 per month for home delivery of razors
• CEO – Michael Dubin
• Revenue of $260 million in 2016
• Acquired by Unilever in 2016, for $1 Billion
• 15% market share in 2016
The First Video

• Michael Dubin in 2012 took a

mundane topic of shaving and
converted it into a brilliant video.
• The video racked up 4.75 million
views in just three months.
• 12,000 new customers in the first
48 hours
• 3,30,000 customers by 2013
• $140 million generated by 2015
• Helped them snatch share from
giants like Gilette
Digital Marketing – Tools and Technologies
• Social Media - They have invested more on targeted Facebook Ads than they
do on organic Facebook engagement
• SEO
• E-mail marketing and referral marketing – Most marketing efforts than
keyword targeting
• Display ads – Desktop (53%) as preferred platform and Google ADX +
Adsense (51%) as preferred network
• Content marketing – Bathroom Minutes publication
• Video marketing
• Backlinks
Video Ads

• Video marketing has been one of the high

focus area of DSC – viewed as entertainment
than marketing
• DSC target age group i.e., 25-45 years, contains
millennials which watches most online videos
of all
• DSC has used this to their advantage by making
videos that are funny and on the mark
• They’ve tried to replicate the success of their
first video by making many of them
• After the first video, they attracted so much
traffic( 190 times more) that website crashed
• Resolved this before their next high profile
video – Super Bowl ad 2016
 Social Media
DSC creates 12% organic traffic through social media
• Continuing their video marketing as
Facebook is the best platform for
videos
• Highest social media traffic
• Half of the referral traffic moves to
facebook, hence a good opportunity
for engagement
• Used canvas and collection ad
format
• 1.5x increase in subscriptions, 30%
decrease in CPA compared to
traditional links
• Women make up a significant chunk
of followers
• Customer testimonials are widely
used
• Instagram is far less political,
mainly consist products and
comic strips
• 243k followers
• Not much engagement, mostly
used to promote products
• Could use influencers to
encourage audiences and build
brand awareness
• Two accounts on Twitter –
Customer care and branding
• Highly active and put a lot of
graphic content
• Almost 100000 followers – but
only about 35% posts get
retweeted
• They use social listening to jump
in conversations with customers,
but very rarely
• Political dissent is unavoidable on
twitter and DSC was no different –
faced backlash and boycott after
sponsoring Sean Hannity’s show.
EMAIL and Referral
Programme
• E –mail marketing is one of the most important tools for
a DSC club as it is most suited for its subscription model
• DSC uses email marketing for upselling as well as
retargeting
• They score 99% for email best practices
• They send a series of different mails – welcome,
triggered, transactional – throughout the customer
journey
• DSC uses a lot of triggered based campaign ,which adds
on to its extensive win back campaigns.
• DSC, referral programme has done great. DSC aims at
creating maximum referrals through giving monetary
benefits as well as through community building.
Display Ads
• Used a huge variety of copy and
images to know which works
best for them
• Seasonal ads with trademark
humour to attract customers
• Use custom images over stock
images, which helps get
attention and increase CTR
• A military special campaign
featuring the American flag to
attract target audience by
connecting their core values
Metrics and KPIs
• For DSC its website was its brand
• To design their desirable website they scored various parameters and calculated their ratios,
like flow, balance, impact, subtlety, simplicity, information
• From a predictive customer analysis following were the ratios for their website:
• Flow : Balance – 7:93
• Impact : Subtlety – 90:10
• Simplicity : Information – 18:82
• Apart from that they used KPIs like:
• Retention rate – 73-80% for 2 months(Not so Hairy), 50% in month 12
• Keyword hits, backlinks, domain authority – 71/100
• KPIs for Social Media
• Twitter – 30.5% retweets
• Facebook ads – 1.5x increase in subscription, 30% decrease in acquisition cost, reached 1.6m