When it comes to shareable or â€œViralâ€ type videos, most of us have one or two faves in mind. You know those that leave some kind of lasting impression on youâ€¦for at least a day or two. Whether good or bad, funny or sad, some kind of emotion is triggered and you want to share what youâ€™ve seen with your social peeps. Personally, I tend to lean towards the humorous ones, and one of my all time favorites is the Dollar Shave Club spot. Unless you live under a rock and donâ€™t own a computer, you know exactly what Iâ€™m talking about! I knowâ€¦why am Iâ€™m writing about something that went viral a few years ago? Well, because when it comes to going from script to production and on a tight budget, these guys got it right!
So why did Dollar Shave Club get it right? First off, founders Michael Dubin and Mark Levine saw a need and created a solution. I donâ€™t want to get caught up with why this is so important when developing a product, and then taking it to market – but still itâ€™s an important fact. So letâ€™s really dive into everything from script to final product. With savvy marketing wit, Dubin created a script that is humorous and fluid from beginning to end. With a budget of only $4500 (from our findings), Dubin had to be creative in the â€œhow, where, and whoâ€ of the overall production budget.
1. When you are producing a video you always have to consider the creative or idea which becomes a script. This can cost thousands of dollars from an ad agency or creative production company. In this case hereâ€™s a guy that could already write comedy. Lots of money saved right of the bat!
2. Taking script to video means you need a production company or at least a good videographer to film it. Not only someone to shoot, but also someone to direct is just as important. Finding the two in one will save you some $$ for sure! If youâ€™re not experienced behind a cameraâ€¦do not attempt. Thereâ€™s a reason why Dollar Shave Clubâ€™s spot looks professional. Dubin hired a friend named Lucia Aniello, who he had studied improv comedy with in New York, to direct. She did it for next to nothing Dubin says in an interview with Fortune. More money saved.
3. Making himself the talent was huge when it came to getting it right for this video. Not only was Dubin trained in improv comedy, his confident character and tone proved to be perfect for the script and in the end saved them hundreds if not a couple of thousand dollars in talent costs.
4. Location was extremely smart and strategic in this case. Some people may not think about this, but having multiple locations (especially anything outside) can make or break a budget. Why? Itâ€™s not necessarily the rental costs involved – however this is true, but just moving from one location to another and setting up takes a lot of unexpected time. Sometimes a one day shoot turns into two or three because of multiple locations. With DSC, they staged everything in a warehouse. Brilliant! You donâ€™t have to worry about the weather and everything can be controlled in this type of environment. Plus it gave a â€œhomeâ€ image to where your razors are coming from.
5. The last point Iâ€™m going to make is attention to details. When I watch this video, there are so many small things going on in the background that makes this hilarious! Iâ€™d say itâ€™s things like seeing a toddler shaving a manâ€™s head while Mike says â€œItâ€™s so gentle a toddler can use it.â€ Or even the opening scene where Mike has all the random crappy products in packages on the wall behind him. In this controlled environment Dubin could add in humor by reinforcing it with an object(s) on the wall or background. Genius.
So am I telling you for only $4500 you can create a video that will launch your product to a whole new level and make you a millionaire? Chances areâ€¦no. Sorry. BUT if you take tips from the Dollar Shave Club you might be able produce a marketing video that ends up doing you and your business a lot more good than bad and shaves you in dollars!
If you have interest in creating your own product video, drop me an email at email@example.com