How Dollar Shave Club Increased Spend on Video by 140% While Dropping CAC
The result? Growth that feels true to the brand and performs where it counts.
We'll review your account, pinpoint what's driving results and what's holding you back, and give you a clear direction for scaling your growth.
We'll follow up to schedule a call about your goals.
Dollar Shave Club is the OG e-commerce brand known for their funny, in-your-face razor ads. Over the years, Dollar Shave Club moved away from their brand voice in their ads and over 90% of their ad account was focused on direct-response statics that were very price-focused. The goal was to ramp up the focus on video content and make it more relevant so there was a large focus on adding UGC/organic-looking content on the account while still adding in humor where it made sense.
The main barrier to infusing video into the account was sourcing the content. We did this by collaborating with the internal team at Dollar Shave Club to provide more organic-looking video ads on their planned shoots. Additionally, we started them on a UGC package where we created scripted content that hit the main messaging points and gave us the hooks we needed. These 2 workflows were critical to our success!
Dollar Shave Club increased bottom of funnel spend on videos by 140% in a 2 month period while reducing CAC by 8%.
Our process started with taking a macro look at trends in Motion. While examining the data, we saw a clear shift over the years toward statics and away from video which was flagged as a major opportunity. We brought this up with the client and aligned on the dual approach: souring content through Structured’d UGC and having Dollar source video content from their internal shoots.
Once we had increased our creative output and we were finding video winners we then began to iterate on those top ads and made new versions of them. This led to compounding wins in the account scale and the CAC continuing to drop.
At Structured, we don’t just create more ads, we create the right ads. By aligning with Dollar Shave Club’s heritage of humor while layering in organic, UGC-style video, we proved that smart creative strategy can both scale and lower costs.
