Case Study: Dollar Shave Club achieves 48% reduction in cost per acquisition with Convertro

Dollar Shave Club - Customer Case Study

Dollar Shave Club, the subscription razor company that broke out with a viral YouTube video in 2012, wanted to bring its brand personality off YouTube and into radio and TV while ensuring those offline investments delivered measurable returns. Faced with the high cost of broadcast and the need to track ROI, the company needed answers on cost per action, which networks, programs and creatives worked best, and which days or hours drove results.

Working with Media Design Group and Convertro, Dollar Shave Club used Convertro’s attribution models and cross-device analysis to test, measure and optimize its radio and TV buys. That data-driven approach allowed daily reallocation of TV budget to the most profitable placements, translating online video success to broadcast and reducing cost per acquisition by 48% between March and May 2013.

Dollar Shave Club

Adam Weber

Vice President of Consumer Marketing