How Shopify & DollarShaveClub got more views than the Super Bowl for under $10K

A Product Market Fit Show | Startups & Founders

The Super Bowl is the best place to get in front of customers—if you have $10M to spend. Which means for virtually all startups, it’s 100% useless. So I decided to look into some of the best campaigns early-stage startups used to drive millions of leads.
Shopify used a $100K Build A Business Competition in 2010 when it was a bootstrapped business. The campaign drove 1350 new businesses and was paid back in under a month.
https://shawngraham.me/blog/shopifys-kickass-build-a-business-contest
DollarShaveClub launched with a YouTube video about its $1/mo razors. The video was everything a GIlette ad was not. The company was ultimately acquired for $1B.
https://www.youtube.com/watch?v=ZUG9qYTJMsI&t=1s
Purple had the famous Raw Egg Goldilocks video that compared its mattress to others by seeing which one broke raw eggs. For less than $10K it got 200M views, more than the Super Bowl itself.
https://www.youtube.com/watch?v=4BvwpjaGZCQ

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Chapters

1. How Shopify & DollarShaveClub got more views than the Super Bowl for under $10K (00:00:00)

2. Startups Have To Be Smarter (00:00:50)

3. Shopify's Business Competition (00:02:28)

4. The 3 keys to virality (00:05:44)

5. The Purple Mattress Raw Egg Test (00:07:05)

6. The Effective Simplicity of Dollar Shave Club (00:09:35)

7. Focusing on The Pain Point (00:12:02)

8. Success in a Hyper-Competitive Setting (00:13:37)

9. Get the Right People On The Bus (00:18:21)

10. Be So Sick They Can't Deny You (00:21:00)