Case Study: Dollar Shave Club cuts the BS and boosts product launch awareness with Humanaut’s customer-led Order of the Blade campaign

Dollar Shave Club launches Order of the Blade in 48 hours with Humanaut, driving an 8% tattoo rate

Humanaut was engaged by Dollar Shave Club to develop an integrated brand awareness campaign. The challenge was to reconnect the brand to its core values, promote a new product launch, and deliver measurable results including product trial.

The solution implemented by Humanaut was the creation of "Order of the Blade," a pop-up ad agency staffed by 23 real customers who wrote all the campaign's creative. This approach generated numerous video edits, billboards, and jingles. The results were highly successful, with Humanaut reporting an 8% tattoo rate among the participants, demonstrating an extreme level of brand loyalty and authenticity.

Dollar Shave Club