For years, the razor industry was dominated by one giant: Gillette. If you wanted a quality razor, you had to pay a premium. Customers had no direct-to-consumer option, no subscription model, and no real alternative to overpriced multi-blade razors. The industry was stale, predictable, and, quite frankly, boring. Then, in 2012, a scrappy startup changed everything with a single video.
Michael Dubin, the founder of Dollar Shave Club, didn’t just launch a business—he launched a revolution. Instead of playing by the rules, he ripped them up entirely. He knew he couldn’t outspend Gillette in traditional advertising, so he had to outthink them. His weapon of choice? A low-budget, brilliantly written viral video that changed marketing forever.
The video, titled “Our Blades Are F*ing Great,”** wasn’t your typical corporate commercial. Instead of a polished, high-production ad, we got Dubin himself walking through a warehouse, delivering deadpan humor, sharp one-liners, and a perfectly absurd sales pitch. In just 90 seconds, he dismantled the entire razor industry with wit, confidence, and a touch of chaos. He poked fun at unnecessary razor features, called out high prices, and positioned Dollar Shave Club as the smart, no-nonsense alternative.
But what made the video work? First, it was authentic. Dubin wasn’t a hired actor—he was the real CEO, standing behind his brand. He was charismatic, relatable, and unfiltered, a stark contrast to the robotic executives in traditional ads. Second, it was funny. The humor wasn’t just there for entertainment—it reinforced the company’s message. Every joke landed a punch against overpriced competitors. And third, it moved fast. The video was packed with dynamic action, unexpected moments, and visual comedy, keeping viewers engaged from start to finish.
The impact was immediate. Within 48 hours of the video launching, Dollar Shave Club had 12,000 new customers. The buzz spread like wildfire, with millions of views pouring in. And this wasn’t just a viral moment—it was the foundation of a billion-dollar business. The video introduced customers to the brand, but the real genius was in the business model. Dollar Shave Club wasn’t just selling razors—it was reinventing how people bought them.
Instead of making customers go to the store, Dollar Shave Club shipped blades straight to their door. The subscription model was simple, affordable, and hassle-free. No more overpriced razors locked behind plastic cases. No more gimmicks. Just quality blades, delivered monthly, for a fraction of the price. And customers loved it. The brand built an almost cult-like following, thanks to its irreverent humor, clever marketing, and a commitment to delivering value.
But Dollar Shave Club didn’t stop at one viral video. They kept their brand voice consistent—witty, direct, and a little rebellious. They created hilarious follow-up ads, engaged with customers on social media, and even launched a monthly newsletter called “The Bathroom Minutes”, turning an ordinary product into an experience people actually looked forward to.
By 2016, just four years after launching, Dollar Shave Club was acquired by Unilever for a staggering $1 billion. Not bad for a startup that began with a single, low-budget video.
So what’s the leadership lesson here? It’s not just about making a great ad. It’s about challenging the status quo. Michael Dubin didn’t try to compete with Gillette on their terms—he changed the game entirely. He found a way to stand out, connect with customers, and make buying razors exciting. His success proves that bold ideas, smart storytelling, and a little humor can take a business from an underdog to an industry disruptor.
Now, I want to hear from you. What’s the biggest lesson you take from Dollar Shave Club’s viral marketing success? Drop your thoughts in the comments. And if this inspired you, hit like, follow, and check out my profile for more insights. Because together, we elevate humanity—one post, one step at a time.