I also listed a few reasons why this video did well, but for the sake of those who haven’t read my previous entries, here is a quick recap:
- The video is highly consumable, and to-the-point
- It is led by the founder of the Dollar Shave Club, and his natural charisma gives the video authenticity and appeal
- The product itself is incredibly disruptive – in fact, it is so disruptive that a simple, direct content piece is all it needed to capture its audience’s attention
After the success of this video, many brands approached us, asking us to create the same type of video for them, their primary reasons being:
- This format was easy to produce in a low budget
- Based on the success of the Dollar Shave Club video, this format would probably work for them too
We tried to explain that just because this video worked for the Dollar Shave Club, this does not guarantee that it will work for everyone else, as the reason that the video worked was not simply a result of its format (other elements, such as authenticity, production values and the nature of the product itself played a huge role in the success of the video). Moreover, audiences today are highly discerning and do not appreciate anything that looks copied.
Some brands listened to us, others did not. I will now show you a couple of examples of brands that decided to copy the Dollar Shave Club instead of simply being inspired by them and making something unique.
(At this point I would like to clarify that Humour Me had nothing to do with the creation of these videos. We just found them online)
And without further ado, I present to you video one: