Dollar Shave Club's Dubin Offers Tips for a Truly Viral Video

Dollar Shave Club spent $4,500 on a video that 's had more than 5 million YouTube hits and spawned dozens of response videos in the four-and-a-half months since it's gone live. For its next video, coming in August for a yet-undisclosed product launch, the company will likely need to up the budget to $25,000, CEO Michael Dubin told the Advertising Age CMO Strategy Summit in Chicago on July 18. But even with talent no longer buying the struggling startup argument, it's not a bad deal. And the man whose venture-funded company closed a million-dollar financing round the same day it launched its video March 6 shared his tips for making a video viral. The video was so funny that some folks thought it was a spoof, Mr. Dubin admitted. That impression was compounded by the fact that it produced enough hits to crash the company's website. This led some YouTube commenters to suggest the business was a great idea someone should do for real. So among lessons learned, Mr. Dubin said, was to have more bandwidth -- both the literal kind and in terms of human capital. The biggest thing he'd change is to "spend more time to find the right people," which has become one of his favorite parts of the job. And, to that end, Mr. Dubin announced from the dais that he's seeking a VP-marketing, asking folks to contact him at Michael@DollarShaveClub.com.

Dollar Shave Club's Dubin Offers Tips for a Truly Viral Video

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