The $4,500 Video That Killed Gillette: why effective marketing doesn't demand a big budget

In 2012, a 33-year-old improv comic with a polo shirt, a leaf blower and four and a half thousand dollars walked into an LA warehouse and made a 90-second video. Within 48 hours it had 12,000 paying customers, a crashed website, and the founders of a 110-year-old, multi-billion-dollar razor empire wondering what the hell had just happened. This week, Toby tells the full story of Dollar Shave Club versus Gillette, unpicks the principle behind it — that personality has become the only marketing moat the giants can't buy — and shows you exactly how to apply it to your estate agency. From your video content to your office window to your AI-rewritten property descriptions, here's how to be the Dollar Shave Club of your high street. 

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