E-business Business & Marketing Essay Research Paper (Essay Sample)

Students Name
Professors Name
Course Number
Date
EBUSINESS
Michael Dubin founded the dollar shave club as an avenue for selling razor blades for men. The company was founded to sell razor blades on a subscription-like service where customers paid $1 per month and got razor blades delivered to their doors, which was cheaper since most spent more than $20 monthly on razor blades.
To connect with his target audience, Dubin created a comical video for his company dollarshav.com playing the role of the protagonist in the journey of his brand discrediting fancy razor blades in the market and promoting his razor blades, which are simple and efficient. The video released on March 6, 2012, was 93 seconds long went viral, and more than 12,000 orders placed within 48 hours. It made the business so successful that Unilever bought it for $1 billion in 2016.
In 2013, Innocean worldwide created a video advertisement in Europe for Hyundai iX35 titled Pipe job. The video was meant to display the clean emissions from the car by showing a man tape a hosepipe to the exhaust in a suicide attempt. The video went viral and got criticized for taking suicide lightly. The backlash caused Hyundai to take down the ad and issue a press statement together with Innocean.