Fab Shave Club
Fab Shave Club is a subscription based shaving club for women. The idea came about after the founders heard of countless women using their significant other’s Dollar Shave Club blades or ordering directly from the service themselves. Given this interest, the founders thought they could build a subscription shave club uniquely for women. Boulevard Digital was given the task of building a marketing strategy that would get their name out, prove the concept, and generate a list of emails they could use once they launched. We loved the idea from the start!
The Challenges
Getting the name out
We needed a way to quickly and efficiently get the name out to as many women as possible.
Proving the concept
It was important for Fab Shave Club to prove this was something people would actually buy before they purchased inventory.
Gathering Emails
We needed to collect contact information so that Fab Shave Club could inform potential customers of the launch.
The Solution
Viral and Reward Based Marketing
After studying many other subscription based shaving companies, we came across a case study for Harry’s shave club. Harry’s attributed their pre-launch success to a viral campaign in which they set up a reward system based on the number of verified email referrals each person brought in. This pre-launch strategy made sense given our challenges mentioned above. We implemented our own reward based viral campaign using Kick-Off labs. We then jumpstarted the campaign by having the founders email a list of close friends about the pre-launch.
The Results
Sign up rates increased by 200% month-over-month.
“Once the viral marketing strategy was implemented, sign-up rates went up by 200% month-over-month when comparing the first month in which Fab Shave Club relied solely on social media and paid advertising versus when they added the viral and reward based strategy.” – Casey (SEO & SEM Lead)
