Dive summary:
- Dollar Shave Club originally experienced a meteoric rise to success with their brash YouTube spots, but have since moved to investing in TV ad buys as well.
- Converto, a cross-media attribution service, offered Dollar Shave Club a solution to better track television response; the company measures direct navigation to advertiser websites, or brand name searches, and compares the number of visits to the advertisers website before and after the television spot ran.
- The two videos from Dollar Shave Club have been viewed approximately 12 million times according to Visible Measures; TV spots ran on ESPN, Spike and Comedy Central.
From the article:
"The Club is using a 60-second version of the goofy video that introduced the company and its founder, and became a viral hit. The video featured Dollar Shave Club CEO Michael Dubin bolting through the company's distribution center, leaping on a forklift, chatting up an employee, and chopping shipping tape with a sword. The TV spot features a call-to-action to "Join the club at DollarShaveClub.com."
