The $4,500 Video That Broke the Internet and Literally Built a Billion-Dollar Brand

I just love this story and bet you will too. It proves that any of us - entrepreneur, solopreneur, small business, whoever, is just one great idea away from the promised land!

Michael Dubin is not your typical entrepreneur.

Before coming up with his breakthrough idea for his breakthrough business, Dubin worked in digital marketing and as an improv comedian—a combination that turned out to be his secret weapon.

In 2011, Dubin had a simple but powerful idea: Disrupt the uber-overpriced razor industry.

He knew from both personal experience as well as speaking with his pals and doing his homework that people were quite tired of shelling out $20 or more for a pack of razors. And if you have ever bought one of those crazy expensive razor packs, you get it.

Those razor packs are so expensive that drug stores even lock them behind plexiglass.

Dubin knew there had to be a better way and came up with a bold, novel solution: A subscription service that would deliver quality razors directly to customers for as little as $1 per month.

But that begs the question: How could a little guy like him compete with giants like Gillette and Schick? That’s where this entrepreneur’s unique background came into play.

The Big Bet

Dubin knew that he had to do something different. And he did.

Instead of pouring money into traditional advertising, Dubin decided to create a low-budget, high-impact marketing video. With just $4,500, he wrote, directed, and starred in a two-minute video that introduced the world to Dollar Shave Club.

But this wasn’t just any old video.

The ad was unconventional, hilarious, and a little irreverent. It opened with Dubin walking through a warehouse, deadpan delivering lines like: “Our blades are f***ing great.” The humor was sharp, the message was clear, and the production quality—though intentionally scrappy—felt authentic.

“I wanted the tone to feel like a friend was telling you about something cool,” Dubin later said in interviews.

Going Viral

When the video launched in 2012, it spread like wildfire. Within 48 hours, Dollar Shave Club had 12,000 new subscribers. The video resonated with a younger, digital-savvy audience who appreciated the humor and the simplicity of the concept.

The virality of the campaign didn’t just bring in customers—it also attracted investors. Dubin raised millions in venture capital, which helped him scale the business and grow his team.

The Billion-Dollar Payday

Dubin’s scrappy marketing gamble paid off.

By 2016, Dollar Shave Club had more than 3 million subscribers and over $200 million in revenue. That same year, Unilever acquired the company for, yes, a jaw-dropping $1 billion. 

The Takeaway:

Dubin’s story is proof that you don’t need a massive budget to make a massive impact. Creativity, authenticity, a clear understanding of your audience, and the willingness to take a smart, calculated risk can go a long way.

Instead of competing on the same playing field as industry giants, make them compete on yours. Whether it is humor, storytelling, being more personal, or breaking conventions, find what makes your brand stand out and lean into it. With the right message and a little ingenuity, you too can turn small efforts into big results.

Steal This Strategy!

📖 Book - Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business – A classic guide to innovative marketing tactics that cost little but pack a punch.

🎥 Video - How to Make YouTube Videos that Convert – A quick YouTube tutorial that shows how you can create amazing videos - even on a tight budget.

🌐 Website - VideoAsk – An interactive video tool for creating authentic, engaging customer outreach or testimonials.

🎙️ Podcast - Everyone Hates Marketers – Practical tips on standing out in noisy markets without wasting money on traditional ads.

🛠️ Tool - InVideo – A user-friendly, AI platform for creating high-quality, professional videos in minutes.

Overnight Challenge

"Unleash Your Inner Dubin"

• Identify a product or service that frustrates customers because of high costs, inefficiency, or lack of innovation.

• Then brainstorm a couple of fun, unconventional ways you might be able to market a better solution.

• Test your favorite one. For instance, use a tool like Canva or CapCut to script and create a short, clever, fun video.

• Post it on TikTok or Instagram and see what happens.

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About Steve: Steve Strauss is the best-selling author of The Small Business Bible (and 17 other books), Inc.’s small business columnist, a lawyer (non-practicing), and an entrepreneur. He sold his last venture, TheSelfEmployed.com to Mark Cuban & Zen Business. He also hates ketchup.