Struggling to market your small business? Learn how a simple, low-budget video turned Dollar Shave Club into a £800M brand—and how you can apply the same marketing strategy to grow your business online.
In 2011, Michael Dubin saw a gap in the market. Men were spending too much on overpriced razors packed with unnecessary features—five blades, vibrating handles, lubricating strips—none of which actually improved shaving. Instead of trying to compete with big brands like Gillette on their terms, he took a different approach.
He shot a low-budget marketing video for just £3,500, delivering a funny, no-nonsense message: “Our blades are f**ing great.”* Within 48 hours, 12,000 customers signed up for his subscription-based razor service.
The video didn’t just go viral—it built a business. Dollar Shave Club scaled rapidly, attracting millions of customers and eventually selling to Unilever for £800 million.
So, how did this happen? And more importantly, how can you apply the same marketing principles to your small business—without a massive budget?
The Sales & Marketing Strategy Behind the Success
Dollar Shave Club’s viral ad wasn’t just about making people laugh—it was a masterclass in sales and marketing psychology.
- Clear Positioning – The ad instantly communicated why their product was better: affordable, convenient, and no gimmicks.
- Emotional Connection – Instead of just selling razors, they sold a relatable frustration—people were tired of overpaying.
- Simple Call to Action – The video ended with a clear message: Sign up now and get razors delivered to your door. This turned views into actual sales.
This is what effective marketing does—it captures attention, builds trust, and converts browsers into buyers.
Now, let’s break down how you can apply this to your own business.
What made this ad so effective? And more importantly, how can you use the same strategy to grow your business online—even with a tiny budget?
This wasn’t just a great ad—it was a masterclass in sales and marketing. Here’s why it worked:
1. Clear Unique Value Proposition (UVP)
Dollar Shave Club instantly communicated what made them different:
❌ Competitors: Expensive, over-engineered razors
✅ Dollar Shave Club: Affordable, no-nonsense razors delivered to your door
For your business: What’s the one thing that makes your product/service better than the competition?
2. Emotional Connection with Customers
People didn’t just buy razors—they bought into a frustration they related to. The ad spoke directly to customers who were tired of being ripped off.
For your business: What frustrations do your customers have? How can you call them out in a way that makes them say, “Yes! That’s me”?
3. Strong Call to Action (CTA)
The ad didn’t just entertain—it told viewers exactly what to do next: “Sign up now and get razors delivered to your door.”
For your business: Are you making it easy for potential customers to take action—right now?
How to Create Your Own Viral Ad (Even on a £500 Budget)
You don’t need an agency or a big budget to create a high-impact video. Here’s how to do it yourself.
Step 1: Nail Your Message in 5 Seconds
Attention spans are short. Your first five seconds should make people stop scrolling.
👉 Dollar Shave Club’s hook: “Do you like spending £20 on razors? Of course not.”
👉 Your business: Fill in the blanks → “Tired of [pain point]? Our [product] does [benefit] for just [price].”
Example for a bakery: “Tired of dry supermarket cookies? Ours are freshly baked daily—no preservatives, just butter.”
Step 2: Write a Simple, Engaging Script
Your video doesn’t need to be fancy—it just needs to be clear and engaging.
Template for a 30-Second Ad:
- 0-3 sec: Hook with humour, shock, or curiosity (CEO throws an overpriced product in the bin).
- 4-15 sec: Highlight the problem (“Why do razors cost £20?”).
- 16-25 sec: Introduce your solution (“We ship better razors for £1/month”).
- 26-30 sec: Clear CTA (“Click now to get 50% off your first box!”).
💡 Pro tip: Use tools like ChatGPT to brainstorm funny or engaging script ideas.
Step 3: Film Like a Pro on a Budget
You don’t need an expensive camera. A smartphone and basic lighting are enough.
Budget Breakdown for a £500 Ad:
🎬 £200 – Ad spend (YouTube, TikTok, or Meta)
💡 £150 – Basic lighting + microphone (Amazon basics)
🎞️ £100 – Editing (hire a Fiverr freelancer or use CapCut)
🎵 £50 – Royalty-free music (Epidemic Sound)
Shoot in vertical format for TikTok/Reels and horizontal format for YouTube.
Why People Share Viral Ads (And How You Can Get Yours Shared Too)
Dollar Shave Club’s ad wasn’t just seen—it was shared millions of times. Here’s why:
✅ Relatable frustration – People loved roasting overpriced razors.
✅ Practical value – Sharing the ad helped friends save money.
✅ Unexpectedness – A CEO in a warehouse with a machete wasn’t a typical razor ad.For your business: What’s the one thing that would make your ad worth sharing?
How to Test and Scale Your Ad for Maximum Impact
1️⃣ Run A/B Tests – Test 3 ad variations with a small budget (£10/day on Facebook or TikTok).
2️⃣ Track Key Metrics – Aim for:
- Click-Through Rate (CTR): 2-5%
- Cost Per Click (CPC): Under £2
- Conversion Rate: 3-5%
- 3️⃣ Scale Winning Ads – If one ad performs well, increase its budget by 20% daily.
Avoid These Common Mistakes
🚫 Overpromising – Don’t claim your £5 product is better than Apple or Nike.
🔇 Ignoring Sound-Off Viewers – 85% of social media videos play on mute. Add captions!
📉 Forgetting the Follow-Up – Use email sequences to turn first-time buyers into repeat customers.
Final Thoughts: Start Small, Think Big
Dollar Shave Club didn’t start with an £800M exit. They started with one simple video and a clear message.
Now it’s your turn.
🎯 Your Homework:
1️⃣ Write a UVP using the formula above.
2️⃣ Film a 15-second ad on your phone today.
3️⃣ Show it to 5 friends. Did they laugh? Cringe? Ask, “Where can I buy this?”
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