Michael Dubin is one seriously funny CEO. In January 2011, Michael co-founded Dollar Shave Club, a subscription service that delivers cost-effective razors and personal grooming products to consumers by mail. Little over a year into operations, the company uploaded a YouTube video titled “Our Blades Are F***ing Great,” a hilarious 90-second ad in which Michael explains why you should subscribe to Dollar Shave Club. The video went viral, prompting 12,000 orders in a two-day span after it was released, and garnering nearly 24 million views as of the publication of this article. Harnessing the reach of their marketing campaign, Michael grew his start-up into an enormously successful grooming empire that recently sold to Unilever for a reported $1 billion.
Michael shared with IVY his reflections on the founding and growth of Dollar Shave Club, focusing on how he built an incredible company starting with a simple idea and one viral video. When asked what makes for a viral marketing campaign, Michael responded: “Resonant ideas, based on our shared experience of humanity.”
Watch the full talk to learn how Michael leveraged a combination of tenacity, opportunism, humor, luck, and YouTube to disrupt the multi-billion dollar personal care industry.