Dollar Shave Club Selects Adobe Advertising Cloud As Its Preferred Advertising Platform

Top men’s grooming brand taps Adobe to centralize media buying and integrate advertising, marketing.

by Keith Eadie

posted on 11-02-2018

Today, Adobe Advertising Cloud revealed that it was chosen by Dollar Shave Club (DSC) as a preferred platform to plan, buy, measure and optimize omni-channel advertising. The partnership complements DSC’s existing use of Adobe Analytics Cloud and Adobe Creative Cloud.

DSC launched in 2011 with a simple proposition: deliver high-quality razors for a few bucks a month. Since then, DSC has grown to millions of members and expanded its product lines to include everything men need in the bathroom to look, feel, and smell their best.

In marketing, DSC has long been hailed for its earned media prowess — from the iconic viral video that catapulted the brand into the mainstream six years ago to its continued investments in men’s lifestyle content. But DSC also has an extensive track record of innovation in paid media. The majority of their media buying is handled in-house. The digital-first brand also increased its investments in linear TV advertising over the past year.

In an effort to continue its trajectory of adoption and growth, DSC recently underwent a strategic review of its advertising strategy. As part of that effort, DSC set out to select an omni-channel DSP partner.

Advertising Cloud was selected after a competitive evaluation process. Key factors in winning the deal include: Advertising Cloud’s neutral approach to media and lack of media ownership; global footprint; brand safety technology; access to premium inventory across video, OTT, linear TV as well as emerging formats like digital audio on smart speakers; and native integrations with Adobe Analytics Cloud and Adobe Creative Cloud to more seamlessly link advertising and marketing strategy and measure results.

“We continuously look for ways to diversify our media channel mix to reach new customers and accelerate our rate of growth. At the same time, it is essential to objectively map customers’ journeys from discovery, experience, and bonding with our brand,” said Ranil Wiratunga, Director, Media and Acquisition at Dollar Shave Club. “Adobe’s unified stack enables our team to advance a data-driven media strategy while maintaining control, data ownership, and creative vision.”

The partnership brings distinct advantages given DSC’s use of Adobe Audience Manager and Adobe Analytics. DSC can leverage data from its digital platforms — which currently enable seamless communication to personalize interaction and offerings and obtain feedback for product development — to better target current and prospective customers with relevant ads. DSC can also holistically measure awareness, engagement and conversions — with full attribution across both marketing and advertising activity.

The first campaigns bought through the DSP went live in September and span video, display and linear TV. Over the next year, DSC plans to extend the partnership beyond North America as it expands globally. The brand also plans to test new products like Adobe Advertising Cloud Creative, which launched at Adobe Summit earlier this year.

Topics: Digital Transformation, Advertising

Products: Advertising Cloud, Analytics, Audience Manager