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Dollar Shave Club, with its “Our Blades Are Fu**ing Great” slogan, isn’t exactly a traditional brand. Indeed, it’s best known for its crudely hilarious YouTube videos. But the firm has increased its ad budget to be where most old-school brands are well-established: TV.

Dollar Shave Club, which got its start offering a $1-per-month subscription plan for razor blades, has been running TV ads since January, but the company wasn’t necessarily sold on the concept. Radio historically had been its only offline ad channel, so it could be tracked well, said Adam Weber, VP of consumer marketing at Dollar Shave Club.

“We were very hesitant to go into television in the first place,” he said, noting concern that they wouldn’t be able to measure it well.

Continue reading at AdAge.com