DOLLAR SHAVE CLUB: CELEBRATING DADS AND NEARLY DOUBLING SALES IN THE PROCESS

Marking a special day with memorable and accessible rewards

A man and a boy sitting on the floor, smiling and hugging, with a gift box and a packaging of Dollar Shave Club razors

Our Sectors

Consumer Goods

Client

Dollar Shave Club

Solutions

Sales Promotions

Location

United States

Overview

With far fewer people able to gather for Father's Day during the pandemic, Dollar Shave Club wanted to give Americans a reason to celebrate their dads properly in 2021. Customers were looking to make up for lost time, and the brand needed a partner to help them position Father’s Day as a gifting occasion for shaver and shaver blades.

The result was a nationwide Father's Day promotion, pairing thoughtful rewards with in-store visibility across Target locations for just over a month.

The Challenge

Three opportunities were at stake: a share of the $20.1 billion that Americans were projected to spend on Father's Day, a stronger shelf presence in Target stores with heavy competition, and a chance to form genuine emotional connections with shoppers trying to make the day extra special while maximizing budgets.

Dollar Shave Club needed to offer a reward that worked whether dad wanted a big celebration or a quiet day at home.

Why TLC

Dollar Shave Club needed a partner with a deep network of reward options, plus the ability to launch with speed and success after a period of unprecedented volatility.

TLC's proprietary partner networks gave Dollar Shave Club two distinct reward options to meet their customers’ needs, with seamless onboarding and a rollout optimised for brand awareness and easy participation.

The TLC Approach

The campaign focused on three audiences: high-income men aged 25-45, followed by high-income men over 45 and shoppers searching for a thoughtful Father’s Day gift.

Since some customers were ready to get back out and others still preferred staying home, we offered a choice: a free 12-month gaming membership or a $25 dining eGift card, fulfilled through TLC's Entertainment and Food & Drink Networks.

We backed the offer with digital ads on Target's website, plus in-store displays and box talkers carrying QR codes, reaching both dedicated gift shoppers and everyday Target and Dollar Shave Club customers.

The Results

The nationwide campaign ran for just over a month, with stores running displays and promotional assets seeing a 48% increase in average weekly shaver and shaver blade sales. Stores with shelf talkers achieved an additional 15% sales lift, with the average basket spend hitting $62.33 across the promotion.

61% of customers were influenced to buy Dollar Shave Club for the first time, with 79% saying they’d buy again.

48%

average weekly sales lift

in stores with displays and promotional assets.

15%

additional sales lift

in stores that also had shelf talkers.

61%

of buyers

said the promotion led to their first Dollar Shave Club purchase.

Hear directly from the client

“This was my, and our shopper marketing team's, first time activating a program with TLC, and it was a positive experience! Partnering with a new vendor can be a challenge, as there are new processes, team players, and new deadlines to be cognizant of. Despite all of this, the team made onboarding quite seamless. They worked closely with our shopper team as well as the agency team to ensure we knew what was expected and when things would be delivered.”

Shopper Marketing Lead