It is hard to believe that purchasing razor blades would include a little comic relief but that is exactly what you get when you subscribe to the Dollar Shave Club. My husband, a member since 2014 signed up for The Dollar Shave Club (DSC) after seeing a video shared on Facebook. The Los Angeles-based startup launched in 2011 with the goal idea to steal market share from razor powerhouse, Gillette. Founder & CEO Michael Dubin promised a better price point: for $3 a month, no contracts and no hidden fees, DSC sends you a high quality razor. He created a crude and goofy viral video to support the launch. Fast forward to 2018 and that that video has been viewed over 25 million times, and DSC has grown to include 1.1 million subscribers, a whopping $615 million valuation in 2015, and most recently a $1 Billion all-cash acquisition by Unilever. DSC is a young, smart, stylish, yet playful brand. When you join the club, you’re not just signing on for low-cost razors and blades, you’re investing in the monthly “delight” that comes along with it. As a member, you get in on the joke and belong to an exclusive community that no other brand offers. If your brand can give someone an experience unlike any other; something they can share on Instagram, or mention to their coworkers or friends, they will be that much more pleased (and loyal) in the long run.

With well-represented brands like Axe, Dove, and Ben and Jerry’s, each of which has a strong online following, Unilever has proven itself to be a social media veteran. With so many strong sub-brands residing under the Unilever umbrella, a certain level of consistency and organization is necessary to maintain order, eliminate waste, and create a cohesive vision. Unilever uses social media for a variety of purposes across the entire organization to support several important functions.