The digital space is becoming increasingly more difficult to navigate. This is partially due to media multitasking, a phenomenon characterized by audiences sharing engagement between the many devices and screens competing for their attention, especially while being exposed to advertising. Standing out in this highly competitive landscape is a challenge for many digital marketers. Think with Google Insights suggests that companies focus on “rethinking storytelling” as a way to communicate with users. In other words, advertisers should be as engaging and entertaining as the content with which they compete.
One southern startup that is particularly strong at storytelling as a way to draw customers in is Asheville, North Carolina-based Happy Legs Club. Founded by Lincoln Waters along with his co-founder, Sam Duckworth, the company sells premium razors for women sent directly to their front door. The pair received a lot of attention from a successful video advertisement that reached 360,000+ views. We caught up with Waters to hear more about the company’s strategy and how they have managed to market “happiness” to customers.
Q: What inspired you to launch Happy Legs Club?
LW: One day, my wife was shaving and she asked to borrow my razor. I’m not a fan of sharing razors, but it did get me to think. I’ve been a member of the Dollar Shave Club, but there is nothing similar out there for women. Women have to go to the store, pay too much, and settle for less. So, I was sitting in a coffee shop with my colleague and co-founder Sam, and we were talking about creating a venture with a large market and a need. This razor idea kept coming back up, so we ran with it. It’s been a fun, fast-paced journey ever since with 4,000 razors sold to over 700 customers.
Q: Wow! That’s incredible. Of course, I have to ask about that video! It has gotten so much attention. What was the thought process behind that?
LW: The goal was to get a laugh out of shaving. Women hate shaving! We wanted to have a fun, happy video describing that issue in a fun way. We wanted a Happy brand to go with Happy Legs Club, and that’s why I think the video was successful.
Q: What about your social media marketing? What’s the story there?
LW: The video has really driven our other marketing as well. We push that lifestyle of happiness and inspiration even when having a bad day. The quotes that we lay over photos on our social media sites come from my conversations with my wife. The Happy Legs Club is different from Birchbox or other recurring e-commerce products it’s because razors or something you need instead of something you want. It’s really all about building a lifestyle brand from it.
Q: It seems like you all have a pretty good handle on digital marketing techniques. Can you tell me a bit about your team’s background?
LW: Sam, my co-founder has a background in technology and marketing, so he is always wrestling with the balance between pushing our own brand and product and just pushing the Happy Legs Club lifestyle. I have a background in administration and design, so for me the experience when receiving the product is so important. The box and the content wrapped around the razor are more important than the razor itself.
Q: What is your goal for the company? Where do you see thing going?
LW: As I said before, Happy Legs differs from other e-commerce subscription services because it is something that you need instead of something that you want. But we see the company including things that people want as well. We want to add all-natural health and beauty products that we could put out sample versions of and then give people the option to buy the full product, so right now we are just looking to identify people who may be interested in being involved.
Q: Do you have any advice for digital marketers who want the same impact from their content?
LW: When competitors are at the same place in the market, it’s a foot race. It’s important to be the brand in the space.