When Dollar Shave Club let members write their latest ad campaign
Update: 2025-09-23
Description
In this episode of the RetailWire Podcast, we sit down with Nikki Frisz, Senior Director of Marketing at Dollar Shave Club, to explore how the brand is bringing customers directly into the creative process.
To launch its improved razor, Dollar Shave Club invited 23 real members to form Order of the Blades — a tongue-in-cheek “ad agency” that helped write billboards, slogans, and jingles for the campaign. The result blends professional execution with genuine member voices, creating a campaign rooted in authenticity and humor.
Nikki shares insights on:
- How Dollar Shave Club is returning to its disruptive roots
- Why blending agency expertise with member participation made this campaign stand out
- The balance between humor, authenticity, and driving sales
- Expanding from DTC into retail, Amazon, and omni-channel presence
- Creative experiments like college sports handles and custom razors
- The brand’s focus on retention and Gen Z engagement
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