Their Challenge: Be more than a viral video and win the long-game. Dollar Shave Club needed to expand their brand to create a voice and destination for their growing consumer base. As a DTC business, Dollar Shave wanted to use content as a form of lead generation to nurture their audience for deeper engagement in a way that didn't feel like every other brand in the marketplace. In particular, they also wanted to leverage SEO win three main keywords: cheap razor blades, razor blade subscription, shaving subscription.
Our work: We conducted consumer research and focus groups, provided consumer insights, and built a strategy for content-based email lead generation. Specifically, we developed a content plan for their desired keyword targets (and related terms that would support those terms).
The Result: We helped established the foundation for growth beyond viral videos.
Creation of MEL: Our work was the foundation for the creation of MEL (a digital magazine), new print inserts in their packaging, and podcast/audio content.
DTC Email Surge: Lead capture opportunities via content allowed to DSC to increase their email list by 200K.
SEO Dominance: Within months, the client climbed the organic search results page for all targeted terms. Today it remains one of the top two organic results returned for each:
Ranking #1 overall for “cheap razor blades”
Ranking #1 overall for “razor blade subscription”
Ranking #2 overall for “shaving subscription”