Grow market share by standing out in the crowded market.
Dollar Shave Club came to us in 2015 wanting to grow market share by getting smart about men. Since then, we’ve helped them with research for their international growth strategy, messaging strategy, segmentation strategy, brand tracking, ad tracking and much more.
Getting smart with customer segmentation research.
We started with segmentation research to identify segments that were then mapped back to the company’s database. To accomplish this, we conducted ethnographic market research, created online smart communities, held co-creation sessions, hosted Newsworthy polling, refined message through development and testing.
But we don’t just do customer segmentation analysis — we believe in a true segmentation strategy. We helped the company streamline its strategy through every part of its operation, from product development to customer service. For Dollar Shave Club, creating stronger connections with their customers is the key to an effective brand strategy and long-term growth, and we’re proud to help them define it.
Since then, we’ve stuck with Dollar Shave Club, helping them keep a pulse on brand health, make multimillion-dollar advertising decisions, and uncover opportunities for global expansion and growth.
From first Super Bowl commercial to billion-dollar acquisition.
When Dollar Shave Club’s continued growth led to a major opportunity — the brand’s first Super Bowl ad in early 2016 — we tested 4 Dollar Shave Club ads and 3 competitive ads to gauge performance against each other and historically strong Super Bowl ads. And after hearing respondents’ lexicon to describe likes/dislikes about the ads, the brand developed a new POV to strike the perfect tone.
The chosen ad was a hit — and later that year, Unilever acquired the e-commerce grooming company for $1 billion.