Tag Archives: viral video

Dollar Shave Club Adds New Product Line

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By now, many male (and female) consumers are familiar with the popular viral video for Dollar Shave Club. The humorous video has more than 10 million hits and has helped the company build a subscriber base of roughly 200,000 men who receive a new shipment of razors each month from Dollar Shave Club.

But how does an online company known for a single product line add to its success? It starts by examining the needs and wants of the target market. And, in the case of Dollar Shave Club, it sticks with a category and market it knows – personal hygiene and men.

The company surveyed 1,000 men and found that 51% of respondents admit to using wet wipes regularly, and 16% use the wipes instead of using toilet paper. Men seldom talk about using the product and 24% actually hide them in the bathroom. The survey also found that 23% of the men discreetly buy the products – and buy online. With the new product line – wet toilet wipes – Dollar Shave Club’s stated goal is to “own the bathroom and be the easiest place for men to buy the things they use every day.”

It’s a sizeable market to enter – toilet paper sales are $8.4 billion annually, which is a much larger category than the $3.6 billion annual market for razors and blades. However, for all it’s size, within the toilet paper industry, wet wipes are a niche product adopted mainly by women and children.

Enter Dollar Shave Club’s product, One Wipe Charlies. For a $4 monthly subscription addition, a package of 40 wipes can now be delivered – discretely – each month.

Group Activities and Discussion Questions:

  1. Bring up Dollar Shave Club’s Web site: www.dollarshaveclub.com
  2. Show the original video.
  3. Next, show the new video for One Wipe Charlies: https://www.dollarshaveclub.com/one-wipe-charlies
  4. Discuss the video: key message, target market, effectiveness, etc.
  5. Discuss the marketing strategy that the company uses.
  6. Using the product/market grid, discuss which strategy the company is using with the wet wipes.
  7. Divide students into teams. Have each team brainstorm on additional products that could be sold to the company’s customers.

Source:  Brandchannel.com, 6/7/13

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Push the big red button

Previous articles in this blog have highlighted the qualities that are needed in order for a video to viral (see article: “What makes a video go viral?”) What is it that makes videos go viral and reach millions of viewers on the Web? There are three key factors required to achieve success:

  1. Reaching the tastemakers
  2. Building a community of participation
  3. Creating unexpectedness in the video

It is a simple formula in principle, but it is extremely complex to produce in reality. Yet, marketers and advertisers try time and again – usually in vain – to hit the right formula. However, a recent video segment produced by agency Duvall Guillame Modern managed to achieve all the right elements in its video to launch TNT network in Belgium.

It started by placing a big red push button with the label “Push to add drama” in a town square in an average Flemish town. And then waited to see what happened next. The results were amazing. As of the beginning of May 2012, there have been nearly 32 million views!

See what happens when YOU push the big red button…

Group Activities and Discussion Questions:

  1. Show the Ted Talks video featuring Kevin Allocca from YouTube discussing the concepts of viral videos: http://www.ted.com/talks/kevin_allocca_why_videos_go_viral.html.
  2. Next, show the TNT Belgium video: http://youtu.be/316AzLYfAzw
  3. What are the elements of this video that created a viral sensation? How does this fit with the principles discussed in the Kevin Allocca presentation?
  4. What is the key message of the Belgium video?
  5. How could other TV channels or shows create something similar?
  6. Have students discuss how this might be done for shows such as CSI, American Idol, Simpsons, sports teams, and other shows.
  7. Ask students what videos they have seen and forwarded on to others. What was it about those videos that sparked their interest and desire to share?
  8. BONUS: Want to know the most viewed videos on YouTube? Go to this link and select from several options: http://www.youtube.com/charts

 

 

Source: Source: Ad Age Daily, Creativity Online, 4/12/12

Leave a comment

Filed under Classroom Activities

Push the big red button

Previous articles in this blog have highlighted the qualities that are needed in order for a video to viral (see article: “What makes a video go viral?”) What is it that makes videos go viral and reach millions of viewers on the Web? There are three key factors required to achieve success:

  1. Reaching the tastemakers
  2. Building a community of participation
  3. Creating unexpectedness in the video

It is a simple formula in principle, but it is extremely complex to produce in reality. Yet, marketers and advertisers try time and again – usually in vain – to hit the right formula. However, a recent video segment produced by agency Duvall Guillame Modern managed to achieve all the right elements in its video to launch TNT network in Belgium.

It started by placing a big red push button with the label “Push to add drama” in a town square in an average Flemish town. And then waited to see what happened next. The results were amazing. As of the beginning of May 2012, there have been nearly 32 million views!

See what happens when YOU push the big red button…

 

Group Activities and Discussion Questions:

  1. Show the Ted Talks video featuring Kevin Allocca from YouTube discussing the concepts of viral videos: http://www.ted.com/talks/kevin_allocca_why_videos_go_viral.html.
  2. Next, show the TNT Belgium video: http://youtu.be/316AzLYfAzw
  3. What are the elements of this video that created a viral sensation? How does this fit with the principles discussed in the Kevin Allocca presentation?
  4. What is the key message of the Belgium video?
  5. How could other TV channels or shows create something similar?
  6. Have students discuss how this might be done for shows such as CSI, American Idol, Simpsons, sports teams, and other shows.
  7. Ask students what videos they have seen and forwarded on to others. What was it about those videos that sparked their interest and desire to share?
  8. BONUS: Want to know the most viewed videos on YouTube? Go to this link and select from several options: http://www.youtube.com/charts

Source: Source: Ad Age Daily, Creativity Online, 4/12/12

Leave a comment

Filed under Classroom Activities