??How Dr. Squatch built a brand personality to get closer to their customers?

Hello Hello Hello ??

Welcome to the very first edition of DTC Drive. We are so glad to have you all here.

If you were too excited to subscribe to this newsletter, here is what it is going to be about:

Stories.

Yes, stories.

We mean not any stories but stories of how your favorite DTC e-commerce brands became a success by cracking the code of getting closer to their customers.

In this fortnight’s edition, we will be covering how the ever-manly and funny Dr. Squatch gets closer to its customers!

But how did it all start?

Jack Haldrup, the founder of Dr. Squatch, faced a condition called Psoriasis, a skin disease marked by red,?itchy,?scaly?patches. The typical soaps available in the market aggravated this skin edition. To avoid it, Jack used to go to the farmer’s market to get natural, handmade soaps for himself.

Until it hit him -?Couldn’t there be more people like me who need a natural soap?

And folks, this is how Dr. Squatch was born!

The timeline of growth ??

2013 to 2017 - Road to becoming a profitable small business

• Dr. Squatch started by making Facebook ads their primary acquisition channel and almost tripled their sales achieving profitability instantly by ensuring they always kept their overheads low.
• They started a subscription model that played a major role in their profitability. Nobody had heard of a subscription model for soaps and shampoos in 2014. Had you? But Jack knew early enough that retention is the holy grail to ensure profitability and sustainability (Be like Jack, folks).

2017 - Inflection Point

• In 2017, Dr. Squatch partnered with?Raindrop Marketing, a branding agency based out of San Diego.
• Raindrop came on board and started thinking in one direction:?How do we get men to care about natural soap?
• They dug into the brand and its customers to identify the personality and messaging and ensure both are aligned with the mission of conquering the men’s bathroom ??

?? Raindrop changed the website, social ads, product images, and also Dr. Squatch’s email communications. And then they dropped a video.

120 million views

100,000 shares

And more than $100,000,000 in sales

That’s 100. Ducking. Million!

Post 2017 - Journey to Scale

• Dr. Squatch increased its sales by thirtyfold after parenting with Raindrop.
• Their viral video and ads helped them raise $1.3 million in seed funding at a valuation of $4.3 million in 2019.
• In 2021, Dr. Squatch also went offline by partnering with Walmart to sell their soap and shower products.
• They are now quoted to be a $100 million business. Isn’t that a dream?

Want to see what worked for them for growing?

Read here - https://dtcdrive.substack.com/p/how-dr-squatch-built-a-brand-personality