SBP 086 - The Barber's Brief - August 29, 2024

Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week.

Enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Introduction

2:38 - Update to Google’s Pmax Reporting

5:37 - Using the Playting to Win Framework for Competitor Analysis

9:37 - Google Cancels The Cookie Deprivation

12:55 - The Power of Aunthicity

19:02 - The Marketing Moment - The Dollar Shave Club

26:25 - Ad of The Week

30:04 - Coming Up Next Week, Dan Ariely

Links:

Story #1

Title: Google adds new PMax reporting, generative AI tools

Source: Search Engine Land

Link: https://searchengineland.com/build-modern-digital-marketing-plan-444367

Story #2

Title: The Best Strategy Icebreaker

Source: Roger Martin Medium

Link: https://rogermartin.medium.com/the-best-strategy-icebreaker-0c9b6ae58461

Story #3

Title: Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be

Source: Adexchanger

Link: https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/

Story #4

Title: Nike: AN epic saga of value destruction

Source: Masimo Guanaco on LinkedIn

Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf

Marketing Moment: Dollar Shave Club's Viral Launch: A Marketing Masterclass

Link: https://www.youtube.com/watch?v=ZUG9qYTJMsI

The Birth of Dollar Shave Club

Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club aimed to solve a common consumer pain point: overpriced and inconvenient razor purchases. The company's subscription-based model promised high-quality razors delivered directly to customers' doors at a fraction of the cost, challenging the traditional retail model.

The Viral Video: "Our Blades Are F***ing Great"

Key Elements of the Video:

Authenticity: Michael Dubin's natural and relatable delivery made the brand feel genuine and trustworthy.

Humor: The script was packed with memorable jokes and absurd scenarios that entertained while conveying the product's value proposition.

Simplicity: The video clearly explained the problem (expensive, inconvenient razors) and DSC's solution in an easily digestible format.

Shareability: The entertaining nature and concise length made it highly shareable across social media platforms.

Immediate Impact: Within 48 hours of its release, the video amassed over 12,000 orders, crashing the company's servers due to the unexpected traffic surge.

Results and Growth

The viral success of the video translated into exponential growth for DSC.

Customer Acquisition: The company gained a massive influx of subscribers, building a strong customer base rapidly.

Investor Confidence: The buzz attracted substantial investments, fueling further expansion and product development.

Industry Disruption: DSC's success challenged established brands, leading to shifts in marketing strategies and pricing models within the industry.

Acquisition: In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, highlighting the monumental success achieved through innovative marketing.

Ad of the Week

McDonalds - first full AI-generated video that I’m aware of via john james

https://www.linkedin.com/posts/officialjohnjames_ai-advertising-ugcPost-7231841679882731520-_Hcq/?utm_source=share&utm_medium=member_android

Mcdonalds Japan has released a polished ad using AI that cost the creator $50 in tools. The implications for worldwide advertising supply chain are huge