Growing market share by standing out in the crowded market.
Dollar Shave Club came to us wanting to get smart about men in order to create better experiences for their customers. We helped them with research, messaging, segmentation, 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, and refined messaging through 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 was the key to an effective experience strategy and long-term growth, and we’re proud to have helped them define it.
In the years that followed, we stuck with Dollar Shave Club, helping them keep a pulse on brand health to drive continuous improvement, 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 — 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.