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1. #GO TELL YOUR FRIENDS DOLLAR SHAVE CLUB MANUAL#
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4. #GO TELL YOUR FRIENDS DOLLAR SHAVE CLUB SOFTWARE#

Addressing Real Pain-PointsĪnother part of what made that original video so great was that it identified and addressed actual problems in the industry. Dollar Shave Club found a strategic way to keep people coming back without any traditional “ads” whatsoever. ” Sending out too many ads can fatigue and annoy customers. That magically changes when you mix in articles like “ The Bizarrely Complicated Relationship Between Spicy Food and Dating. Not everyone cares about that much about razors, and probably no one would care enough to check in daily. When you see it in action, it makes perfect sense. Creating articles that are not advertisements might seem counterintuitive: why spend all that effort cranking out content that doesn’t promote a product?Īrticles on MEL boast bawdy headlines like “ How Super Gonorrhea Became Super ”, and they feature prominently on Dollar Shave Club’s website.

This is an important part of any great content marketing campaign. So on top of catchy videos and social media content that spoke directly to customer’s shaving needs, he started an online magazine called MEL, which produces content that does not directly promote Dollar Shave Club.

This may work for a short term interaction like a Facebook ad, but as we have seen… content marketing is more about relationships. But Dubin’s team didn’t just make marketing videos.Īs Kyle Gray put it in his book The Story Machine, “A common mistake most content marketers make is focusing on a customer avatar with specific pain points and trying to write directly to those pain points. The company poured everything it had into creating sequel after hilarious sequel. Dollar Shave Club is yet another jewel in the crown of digital content marketing. Digital Content Marketingĭubin’s strategy went way beyond that first video. This masterpiece of a video brought in 12,000 subscriptions in just two days. It even has a happy ending: money, dancing, upbeat music, smiles, and an American flag. It’s funny, but there’s tension, too you want to see where he’s going, what happens around the next corner. We follow him on a suspense-filled journey through his warehouse. There’s narrative, starting with an Everyman hero (“Hi, I’m Mike”). It’s a micro-story, told in just a minute and thirty-three seconds. It has enough unexpected twists-a toddler shaving a man’s head, a giant bear, a machete to cut packing tape-to keep you watching. It’s an odd humor: jarring compared to other razor advertisements. That’s a catchy ad: the kind that makes people want to share with friends, or watch another of the brand’s videos, or ditch their drugstore razors for a subscription. What stands out most in this viral video is the humor-I’ll talk about other aspects in just a minute. Not bad for an irreverent mashup of comedians, digital storytelling, and blades that are “F****** Great.” How did founder Michael Dubin manage to create a disruptive market model-and sell it for one billion dollars-in less than five years? Telling Funny Storiesĭollar Shave Club crashed Gillette’s party with what might be the best debut ad of our young century. In a few years’ time, it had catapulted into the realm of the unicorns. To increase its test coverage while reducing test execution time, Dollar Shave decided to fully enable its DevOps model by searching for a new automated testing solution.Dollar Shave Club started selling disposable razor subscriptions in 2012. We ended up reducing the scope of tests or limiting it to a few tests, which means we ended up missing some bugs.”

#GO TELL YOUR FRIENDS DOLLAR SHAVE CLUB FULL#

At our prior rates, it was difficult to do full coverage for every code deploy. “Given that we deploy code more than fifteen times per day, our testing must provide feedback to developers as quickly as possible. “As we added more tests, the suite took longer and longer to complete,” he says. “And the automation suite took up to 4 hours to run.” Additionally, the automation solution wasn’t scalable.

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For the website, it would take us more than 6 hours to do a full pass of manual regression tests across four browsers,” says Nabhani. “We were doing a mix of manual testing and some automation. Unfortunately, the team was spending too much time managing tests.

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To ensure those standards are met, the small Dollar Shave QA team relies on software testing as part of a DevOps approach. “Because our digital products are our storefront, we strive to make sure they meet the excellent standards we have defined as a company,” says Tim Nabhani, Director of Engineering, Quality, Dollar Shave Club. That’s why the fast-growing company, which delivers razors and other personal grooming products to millions of members every month, strives to offer the best possible user experience.

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Unlike a traditional brick-and-mortar store, online retailer Dollar Shave Club considers its website and android and ios mobile apps to be its storefront.