Cannes Lions

#SuperCutbacks

DOLLAR SHAVE CLUB, Los Angeles / DOLLAR SHAVE CLUB / 2016

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Overview

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Credits

Overview

Description

Dollar Shave Club celebrated their first ever commercial on the Superbowl by creating a series of cutbacks aimed at recouping some of the $4+ million cost of the ad. #SuperCutbacks launched in real-time on social media, when the commercial aired. To begin, DSC shared how they were cutting costs at the Super Bowl party: fishless sushi, a cake swiped from a funeral parlor, a tiny TV, not enough snacks, etc. Then, DSC shared the “office policies” designed to save money: three toilet-paper squares per person, no electricity between 6-6:15 PM, six uses per tea bag, etc. And to cap off the campaign, DSC listed a conference room on AirBnB and actually rented it out to guests for $43/night. In the end, #SuperCutbacks saved $124 and the AirBnB earnings on the conference room amounted to $249. Yes, a bit shy of $4+ million. But a step in the right direction!

Execution

The instant Dollar Shave Club’s Super Bowl commercial aired, they launched the #SuperCutbacks campaign on Twitter. For the remainder of the game, Dollar Shave Club tweeted continuously and shared the #SuperCutbacks across all social channels.

The campaign began on the day of the Super Bowl and ran into the following day to maximize the event's audience, and all of the guests who booked the conference room on AirBnB had completed their stays within the next few months.

Outcome

#SuperCutbacks was the most engaged social campaign in DSC history.

- 11x Engagement Volume Increase

- 35x Retweet Volume Increase

- 25x Like Volume Increase

- 17x Comment Volume Increase.

- 16x Share Rate Volume Increase

- Engagements per Tweet = 2,600

- 7X the average of incremental followers

- 14% increase in Direct and Organic site visits

- $249 in AirBnB earnings

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