Fill in the Blanks Dollar Shave ClubOnline version Vocabulary Practice by Kim Ly 1 burst convey eliminating scene conventions alleviating catapulted fraction traction razor irreverent In 2012 , Dollar Shave Club onto the with a humorous and disruptive marketing campaign that challenged the traditional industry . Dollar Shave Club ? s disruptive marketing approach quickly the brand into the spotlight , attracting millions of subscribers . The company ? s ability to challenge industry and offer a cost - effective , convenient solution resonated with consumers , showcasing the power of innovation and bold messaging in reshaping market dynamics . Humor as a Differentiator : Dollar Shave Club ? s launch video , featuring founder Michael Dubin , used humor to its value proposition . The tone and direct messaging stood out in an industry known for serious and polished advertising . Subscription - Based Model : The campaign introduced the concept of a subscription - based razor delivery service , the need for consumers to purchase razors in stores . This innovative business model disrupted established market norms . Targeting Consumer Pain Points : Dollar Shave Club addressed common frustrations , such as the high cost of razors and the inconvenience of purchasing them in - store . By identifying and these pain points , the brand connected with its target audience . Digital - First Approach : The campaign gained primarily through digital channels , leveraging social media and online platforms . This digital - first strategy allowed Dollar Shave Club to reach a broad audience at a of the cost of traditional advertising .
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