the beard club:
stay weird,
grow a beard

The Beard Club is a custom online subscription service that caters to trendy beard connoisseurs of varying tastes, from the Brooklyn hipster to the burly woodsman. Since launch in 2015, The Beard Club (originally Dollar Beard Club) has artfully tapped into this niche sub-culture with its bold personality, signature coarse humor, and satirical brand messaging. Last year, The Beard Club approached WHOSAY to design an influencer marketing campaign with the primary goal of generating sales and increasing monthly subscriptions. The timeline of the initiative overlapped with the rebranding of "Dollar Beard Club" to the new, all-organic and eco-friendly "The Beard Club." New name, new products, AND a new opportunity to drive brand awareness and onboard new customers.

Direct response campaigns are challenging because they require viewers to stay engaged with the content long enough that they 1) learn about the brand/product and 2) want to sign up for a subscription. Content needs to educate, entertain, tease, empower, and entice – all at once. It needs to leave viewers curious and wanting more, so that they feel compelled to go to the website and explore Beard Club on their own time.