Building a successful business in a competitive industry requires more than just a great product. Dr. Squatch, a handmade natural soap brand for men, proved this by leveraging a highly effective go-to-market (GTM) strategy that turned them into a $100M brand. Their approach, centered around branding, viral video marketing, and digital advertising, provides a roadmap for startups looking to break through the noise.
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The Foundation: Finding the Right Market Fit
Dr. Squatch was founded in 2013, offering a natural alternative to mass-market soaps. The product itself wasn’t groundbreaking—handmade, natural soap is widely available—but the company identified a niche market: men who wanted a better grooming experience without artificial ingredients.
By focusing on a less saturated segment within the men’s grooming industry, Dr. Squatch positioned itself against major corporations like P&G, offering a relatable, humorous, and authentic brand identity.
The Breakthrough: Viral Video Marketing
The brand’s defining moment came in 2018 when it partnered with Raindrop, a creative agency, to produce a humorous, engaging commercial titled Dr. Squatch – Natural Soap for Men. Featuring comedian James Schrader, the video combined education with entertainment (or “edutainment”), capturing attention with a provocative hook: “Your soap is sh*t.”
Key Elements of the Video’s Success:
- Strong Hook – The first few seconds were designed to grab attention and prevent viewers from skipping the ad.
- Humor & Relatability – The comedic approach resonated with their target audience—men who appreciate straightforward, no-nonsense messaging.
- Call to Action (CTA) – The ad drove viewers directly to the website, where they could purchase immediately【5†source】.
The impact was massive. Within months, the video had accumulated over 90 million views, pushing Dr. Squatch to the top of YouTube’s 2020 TrueView for Action rankings. Revenue surged from $5M–$6M annually to $100M by November 2020.
Digital Advertising: Scaling the Success
Dr. Squatch didn’t rely on organic reach alone. They backed up their viral content with paid digital advertising across Facebook and YouTube. Their strategy ensured:
- Maximum Visibility – Running ads on both platforms increased brand awareness and reinforced messaging.
- Leveraging YouTube’s Algorithm – As viewers engaged with the content, YouTube’s recommendation system helped spread it further, creating a feedback loop of engagement and organic reach.
- Retargeting & Subscriptions – Dr. Squatch converted viral traffic into loyal customers by offering subscriptions, increasing recurring revenue from 11,000 to 17,000 subscribers.
The Psychology Behind the Strategy
The brand’s marketing success wasn’t just about the video—it tapped into powerful psychological triggers:
- Bizarreness Effect – Unconventional and humorous ads are more memorable.
- Social Proof – Featuring customer testimonials and reviews built trust.
- Affect Heuristic – Positive emotions associated with humor led to stronger brand recall and conversions.
Expanding the Marketing Playbook
Dr. Squatch’s strategy extended beyond viral video marketing. The company integrated several additional marketing techniques to sustain its momentum:
- Referral Marketing – Customers were incentivized to refer friends through discounts and exclusive offers, turning existing buyers into brand ambassadors.
- Email Marketing – Dr. Squatch nurtured customer relationships through personalized email campaigns, offering grooming tips, product recommendations, and exclusive deals.
- Content Marketing – The company leveraged blog content and social media posts to establish itself as an authority in men’s grooming, strengthening its organic reach and SEO ranking.
- Strategic Partnerships – Collaborations with influencers and other brands helped amplify brand credibility and reach new audiences.
The Role of Customer Experience
Beyond marketing, Dr. Squatch focused on building a loyal customer base by offering superior service and engagement:
- Seamless Online Shopping Experience – The brand’s website was optimized for quick purchases, with clear product descriptions, compelling visuals, and easy navigation.
- Subscription Model – By offering a convenient subscription service, Dr. Squatch ensured recurring revenue while providing consistent value to customers.
- Active Social Media Engagement – The brand maintained a strong presence on platforms like Instagram, TikTok, and Twitter, engaging directly with customers and responding to feedback in a humorous and relatable tone.
Lessons for Your Go-to-Market Strategy
Dr. Squatch’s journey offers valuable takeaways for startups and growing brands:
- Know Your Audience – Find an underserved niche and speak their language.
- Invest in Storytelling – A compelling, well-executed brand story can differentiate your product in a crowded market.
- Leverage Digital Ads – Organic reach is great, but strategic ad placement can exponentially scale your impact.
- Use Humor & Emotion – People remember how you made them feel, so create engaging content that resonates.
- Optimize for Conversions – Every marketing effort should lead potential customers toward a purchase decision.
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