Dollar Shave Club Pros Explain 'What the FAQ' Is Up With Its Service

Online Campaign Aims to Enliven Frequently Asked Questions With Humor, and Some S&M

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Dollar Shave Club has 3 million members now, but it still has plenty of unanswered questions among men who may be on the fence about joining. So it's launching "What the FAQ," a digital video series featuring real customer-service reps answering heavily dramatized and embellished versions of real customer questions.

By putting real customer-service reps, known as "club pros," front and center, Dollar Shave has an ulterior motive. It wants to show that they really exist, in the U.S., operating without scripts, and that they're pretty accessible. The retailer has 85 "club pros" who answer an average of 3,000 queries daily either by phone, email, chat or, soon, video chat, said Nick Fairbairn, VP-brand development. "We pride ourselves on not being the typical dot-com experience," he said.

"We have millions of members and sometimes we assume everybody knows how it works," said Alec Brownstein, VP-creative, who led creation of the campaign through DSC's in-house agency. "But a lot of people hear of us but don't know how it works."

Showing humorous vignettes, ranging from child executives to a bit of bondage and discipline, DSC also aims to make the typical FAQ more interesting. "We have this huge team of club pros, and so we felt this was the perfect way to tell the stories of these FAQs, which aren't typically interesting or engaging," Mr. Brownstein said.

The videos answer questions around contracts, quality of razors, what members think of the razors, if it's possible to switch razors, what happens if you don't grow enough hair to justify a monthly subscription, what makes DSC so special compared to other services and why people should try DSC in the first place.

The campaign will live online in pre-roll ads and other formats, including use as modules serving as actual FAQs on the website, Mr. Brownstein said, adding that it has production quality that would allow adaptation for TV if needed.

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Jun 15, 2016
Chief Executive Officer:
Michael Dubin
Dollar Shave Club
Chief Marketing Officer:
Adam Weber
VP Brand Marketing:
Nick Fairbairn
Creative Director:
Alec Brownstein
Creative Director:
Matt Knapp
Agency Director:
Raechelle Hoki
Project Manager:
Christine Melloy
Agency CEO:
Mike Allen
Chief Creative Officer:
William Gelner
Chief Strategic Officer:
Mike Harris
Managing Director:
Chad Bettor
Executive Creative Director:
Eduardo Marques
Executive Creative Director:
Rafael Rizuto
Creative Director:
Mike Bokman
Creative Director:
Jason Rappaport
Art Director:
Jenny Kang
Whitney Ruef
Director of Integrated Production:
Natasha Wellesley
Michael Quinones
Brand Director:
Paul Kinsella
Brand Manager:
Hannah Moore
Director of Business Affairs:
Loretta Zolliecoffer
Senior Business Affairs Manager:
Angel Cielo
Theo Soares
Production Company:
Biscuit Filmworks
Clay Weiner
Managing Director:
Shawn Lacy
Executive Producer:
Holly Vega
Head Of Production:
Mercedes Allen-Sarria
Head Of Production:
Rachel Glaub
Lisa Stockdale
Director of Photography:
Doug Chamberlain
Production Designer:
Kai Boydell
Cut & Run
Executive Producer:
Amburr Farls
Frank Effron
Assistant Editor:
Kelly Henson
Jared Thomas
Executive Producer:
Rich Rama
VFX Supervisor:
Shauna Prescott
Lead Flame Artist:
Shauna Prescott
James Howell
Flame Assistant:
Jorge Tanaka
Company 3
Executive Producer:
Ashley McKim
Executive Producer:
Rhubie Jovanov
Dave Hussey
Color Producer:
Liza Kerlin
Sound Studio:
Juice Studios
Sound Design:
Juice Studios
Bob Gremore
Assistant Mixer:
Robert Gomez
Executive Producer:
Oscar Morales

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