Using Social Media in Campaigns: a Case Study

downloadThe Dollar Shave Club founded in 2012 by Michael Dubin started off making headlines for its whimsical advertisements. The company has not failed us with its innovative campaign for the new skin-care line Big Cloud. This campaign is extensive, with activity on top social media platforms such as Instagram, Facebook and Twitter as well as video content posted on Youtube. The Bathroom Minutes blog also offers less promotion-focused posts. It seems the goal for this campaign is to make their target audience – men – aware of skin care issues and how they can provide a solution. For example, one of the six ads their in-house creative team produced shows how noticeable chapped lips can be to others. I think this ad has quite a persuasive message because it taps into the fear of being unpresentable in front of people, especially a colleague or woman. The tagline “People Notice” in all the ads for this campaign really drives the point home that men do not typically take care of their skin and they should because it is something people notice. They released all six ads on Youtube however you can find them in this article posted by AdWeek.

Screenshot of chapped lips advertisement.

Dollar Shave Club is still actively posting on social media with this campaign, making sure to remain consistent with both their campaign goals and advertisements across different social media platforms. I compared the same ad on three of their social media pages to show how well they implement this consistency.

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The final piece of this campaign I believe is one of the most integral pieces: the Bathroom Minutes blog. It is a great opportunity to engage and interact with your publics without pushing your product. If your audience does not feel like you are promoting your product or advertising to them, they will be more open to what you have to say and see you as a credible source of information. For example, they recently published a blog post titled ‘What’s the Difference Between SPF 15 and SPF 75? citing skin care specialists and providing a plethora of information on which SPF you should choose to protect your skin from harmful ultraviolet rays. Their products were not mentioned at all in the blog however the general message of the inconsequential effect of a high SPF is beneficial for Dollar Shave Club because their sun protection products from the Big Cloud line only come in an SPF 25. In this way it is clear how a company hosting a blog can be advantageous without directly marketing its products.

The book Social Media: how to engage, share, and connect by Regina Luttrell talks about the 10 steps that need to be considered before the initiation of a corporate blog that I feel Dollar Shave Club appropriately handled.

1. Determine the Blog Team: Dollar Shave Club is still a relatively small company so I do not expect a large blog team however it seems they have two active editors that post on the blog. This is a good sized team for the company because they are able to work together closely and still post regularly every 1-4 days.

2. Determine the Blog’s Purpose: The main purpose of this blog, based on their most recent posts is to provide information on how to properly maintain hygiene, whether it is hair, body, oral, etc.

3. Determine the Blog’s Target Audience: Dollar Shave Club is targeted towards men – although women also use their products – so the blog is targeted towards the general male population.

4. Determine the Persona and Voice of the Blog: This area is not one I am able to provide much insight for but I can identify that they are trying to be personable while still maintaining credibility through being informative and doing their research.

5. Develop the Meaning for the Blog: This blog is very good about categorizing the content so that people can find information based on what they need. Some categories include hair, body and mind, shower, and oral care.

6-7. Develop an Editorial Calendar/Publication Schedule for the Blog: Again, I cannot gauge if they have an editorial calendar in order to keep the blog on track and maintain consistency, however, they are posting ever 1-4 days so that seems good enough to me.

8. Develop the Rules for the Blog: Since this is a small company with only two blog editors, there is not much room for error in consistency but it is worth noting this rule for other companies.

9. Develop a Content Curation Plan for Your Blog: Their content curation needs a little work because some posts such as “Do Work to September’s ‘Focus like a Monk’ Spotify Playlist,” does not really make too much sense with following their purpose (see #2).

10. Develop a Promotional Plan for Your Blog: Every time the editors post on the blog, they also share the content on all their social media platforms, making it easy for their publics to know when something new is on the blog.

Overall, Dollar Shave Club has been doing a great job with integrating social media into their Big Cloud line release campaign. With the news of Unilever recently acquiring Dollar Shave Club, I am eager to be on the lookout for more creative and hilarious content.

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