One point that Mojo Media makes about the Dollar Shave Club
and the formula they used for their ad is that the ad wasn’t about the product,
it was about the Dollar Shave Club culture. A razor blade is only shown at one
point in the video; in essence the product really doesn’t matter. In addition
the ad isn’t directed at any particular customer segment, if you shave then the
ad is directed at you.
Wouldn’t we all love to produce a fun video like the Dollar
Shave Club one, receive a widespread viral following, and find ourselves with
$10 in venture funding? I love seeing videos and success stories like the
Dollar Shave Club, but at the same time they frustrate me because they make me
realize just how hard it can be to make an impact with your marketing ventures.
Most of the marketing dollars I’ve spent over the years have generated moderate
returns but never anything on the scale of a viral video or ad.
After seeing the Dollar Shave Club video and reading their
story I searched the web for tips and advice on how one gets an ad to go viral.
In general most of the tips were luck or right place at the right time. I did
find one good website however that gave some good advice about the structure of
a well-crafted ad.
According to Mojo Media as well-crafted understands the
internet culture and demographics. Typically the demographics are going to be
skewed younger more tech savvy customer. The balance between a well-crafted ad
with viral potential and an awful one is a fine line; it’s hard to communicate
the value in your product while also entertaining your audience. I would make the argument that there is talent involved in making a viral ad, but at the same time there's luck. It's hard to know, as a small business person, how an ad will actually be received and what social networks it will spread through.
I know it won’t be easy and there are no guarantees when
trying to create a viral ad, but I plan to show the Dollar Shave Club video to
my marketing team next week; I want to work on creating a number of similar ads. Since it's hard to guarantee success my best bet is probably to create several.
A good
example of another viral add, done on an even tighter budget than dollar shave
club is Chuck Testa’s taxidermy Nope ad, check it out here: http://www.youtube.com/watch?v=LJP1DphOWPs
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