Display. Paid social. Email.
In April 2021, one of Harry’s main competitors, Dollar Shave Club, broke news to its subscribers that prices were going up due to rising costs — something Harry’s has never done.
So naturally, we developed a campaign going after disgruntled Dollar Shave Club customers with ads speaking directly to the price pain point.
Head-to-head display banners. To grab the attention of Dollar Shave Club customers, we positioned their razor head-to-head against Harry’s signature Truman razor, with copy speaking to the price pain point. Users who clicked these ads were sent to a Harry’s vs. Dollar Shave Club comparison landing page touting all the reasons to consider making the switch.
General price-consistency display banners. These ads tout Harry’s commitment to fair and consistent prices. Instead of going to a comparison landing page, users were sent to a page expanding on Harry’s price philosophy and how they ensure tip-top quality at such a low price.
Paid social assets. A provocative price-focused headline paired with an animating chart to illustrate Harry’s price consistency over the years. We included some chart callouts to highlight the flat $2 price point throughout the launch of new innovations. It’s a never-been-seen approach to the ridiculously priced razor industry.
Email to churned customers. When a customer leaves Harry’s, they likely switch over to a competitor’s razor. Now seemed like a good time to check in with a contextual note.
Subject line: Did your shave club raise prices?