Social Media Ad Campaign for Dollar Shave Club

Objective:

To elevate Dollar Shave Club’s social media presence by creating content that aligns with the brand’s distinct voice while driving engagement, building community, and meeting key performance goals.

My Role:

I led the strategy, creative development, and execution of social media campaigns, ensuring all content provided utility, leveraged trending topics, and demonstrated expertise.

Approach:

1. Content Strategy:

• Ensured every piece of content taught the audience something new, created transformative moments, or drove engagement through utility.

• Kept content on-trend and aligned with Dollar Shave Club’s irreverent, sharp voice to ensure relevance and resonance.

• Defined market fit by balancing platform trends, audience expectations, and brand objectives.

2. Creative Execution:

• Long-Form Video: Use cold opens to hook viewers, followed by big questions, storytelling arcs (want, obstacle) a resolution, and a strong call to action.

• Static Ads: Focused on building brand relationships and community engagement with concise, scroll-stopping visuals.

3. Performance Auditing:

• Conducted in-depth audits to define success metrics, assess current performance, and identify gaps and opportunities.

• Focused on creating content that filled market gaps without adding noise, ensuring every piece had a clear purpose.

4. Audience Insights:

• Analyzed audience behaviors, goals, and pain points to align content with their needs and perceptions of the brand.

5. PCM Model Implementation:

• Ranked content into gold, silver, and bronze tiers to validate performance drivers and ensure consistent quality across all campaigns.

• Developed clear criteria for each tier, allowing for repeatable and scalable content creation.

Outcome:

This approach improved Dollar Shave Club’s ability to deliver highly relevant and engaging content while maintaining consistency and clarity in their social voice. Results included stronger audience relationships, better community engagement, and actionable insights into performance drivers across platforms.