Best Use of Social Media for Retail or E-Commerce← Go back to category
DollarShaveClub.com - One Wipe Charlies Launch
Jan. 23, 2014
- Retail & E-Commerce
Team members: Michael Dubin - Founder and CEO, Adam Weber - Vice President of Marketing, Alec Brownstein - Creative Director, Jeff Gross - Marketing Manager, Cassie Jasso - Marketing Coordinator
About this entry
DollarShaveClub.com would not exist today without social media. DSC takes a unique approach to bringing the club to life through its social platforms. From YouTube to Instagram, DollarShaveClub.com makes sure that the voices of it's members and fans are heard.
The case for why this entry should win a Shorty
Social media is rooted deeply in DollarShaveClub.com's history -- it's how the young company started and continues to grow today. In March 2012, DollarShaveClub.com launched its website with a viral video on YouTube that disrupted the $13 billion shaving industry. With almost 1 million followers across Twitter, Facebook, Instagram, YouTube, and Google+, DollarShaveClub.com carefully utilizes its widespread and engaged fan base to provide timely member support, in an effort to create a virtual clubhouse, and revolutionize product launches.
DollarShaveClub.com takes social member support to a personal level. The brand interacts with every post and message on Facebook and every member services question on Twitter to provide timely resolutions to any issue that may arise. The typical 9-5 job doesn't apply for the social team: DSC members are active on social 24/7, and so is DollarShaveClub.com. DSC reaches its goals to resolve issues within 24 hours through social member support, while also providing a convenient way to build relationships with the brand.
The social team emphasizes building and maintaining these relationships by encouraging members to tweet or post their questions and concerns as an alternative to emailing member support. On Twitter, DollarShaveClub.com has two handles, with its @Ask_DSC handle entirely dedicated to member support. Through witty solutions, @Ask_DSC takes care of reshipments and other questions in a few 140 character tweets. On Facebook, every post, positive or negative, is answered. Whether it's a like or comment, the social team let's members know they are readily available to answer anything from anyone. The brand doesn't focus on social standing. Every member receives the same superb service.
The company was founded on the principles of being smart and innovative. DollarShaveClub.com recognizes its members have a lot in common -- they're smart and innovative, too. DSC started a program called "DSC Sponsors Your Thing" so they can be the official sponsor of Bill Rodd's softball team in Virginia and raise money for Kip's brewery in Los Angeles. "Your Thing" is featured on Facebook, Twitter, and Instagram to let members know what other members are up to, and most importantly, how to support them. Take DSC member Dave for instance. After years of working in the restaurant industry, Dave decided to launch his own line of butters. He was looking for a new flavor of Barrel Butter and wanted his fellow members to choose his next savory adventure. On Facebook, the community could vote which flavor they wanted Dave to make next. On Twitter, DSC asked members for suggestions for flavors they'd like to see Barrel Butter produce. The best answers were announced on Instagram with a creative picture of Barrel Butter.
In May 2013, DollarShaveClub.com launched its second product One Wipe Charlies, a moist wipe for men. Continuing the company's story, DSC posted its second YouTube video to announce the product, which to date has almost 2 million views. A few months later, One Wipe Charlies sponsored four NFL centers because, after all, every great play starts with a clean snap. The #CleanSnap campaign raised $1 per tweet and retweet with #CleanSnap for four different charities, in addition to every clean snap during two designated home games. Raising more than $6,000 for charity, the Clean Snap campaign successfully boosted social conversation around One Wipe Charlies and Dollar Shave Club. Mentions of One Wipe Charlies increased by 469% and Dollar Shave Club mentions increased by 58%.
By utilizing each platform in its native community, DSC successfully creates engagement telling the same story in a different format. DollarShaveClub.com recognizes the value of each platform and how to tailor the story for the appropriate audience. By building this relationship, DSC makes an impact in the lives of members while facilitating an online clubhouse environment.