Dollar Shave Club launched with a YouTube video.
Budget: $4,500
Length: 90 seconds
Views: 28 million (and counting as of 23 Oct 2025)
The video wasn't fancy. It was the founder walking through their warehouse, saying things like:
"Our blades are f***ing great."
No stock footage. No polish. Just personality.
That video got them 12,000 customers in 48 hours.
The 59-sec takeaway:
You don't need a big budget. You need a clear message delivered with personality.
Dollar Shave Club's message: "Razors are overpriced. Ours aren't. And we're not boring."
The video worked because it was:
Unexpected (founder cursing in a warehouse)
Clear (razors for $1/month)
Entertaining (you watched the whole thing)
How I'd use this:
You don't need video. But you need the same 3 elements in whatever you create:
Unexpected (do something your competitors wouldn't)
Clear (one message, impossible to misunderstand)
Entertaining (don't bore people)
For Under 59:
Unexpected = no screenshots
Clear = 59 seconds, one tactic
Entertaining = snarky sign-offs, real stories
Pick your medium. Apply the 3 filters.
Peace,
Pavan
P.S. What's the most memorable marketing you've seen in the last year? Hit reply.
Personality isn't visual. You feel it.