Everyone’s been talking about Dollar Shave Club. With over two million page views in its first four days on YouTube, impressive write ups from Time Business and The Huffington Post to name a few, I’d say this start up is well on its way to being a total success.

Easily the best line of the viral smash, “Do you think your razor needs a vibrating handle, a flashlight, a back-scratcher, and 10 blades?” Your handsome-ass grandfather had one blade AND polio.” Enlightened customer #67 says on the site’s homepage, “I save 100/yr on shaving now. Basically I’m a genius.” The campaign is clearly well integrated across social media platforms with already over 13,000 “likes” on Facebook and a little over 10,000 followers on Twitter.

In a recent interview with Business Insider, young CEO Michael Dubin explained his background prior to founding the company. “My passion is brand-building, digital marketing, and that’s kind of who I am. As for the video…I studied improv and sketch comedy in New York City at Upright Citizens Brigade for many years along with the gal who directed the video. Her name is Lucia Aniello. She and I met a long time ago and we moved out to L.A. independently and connected over this project. I wrote it, she directed it. I’ve always loved the intersection between business and art and this brand I’m building gives me a great opportunity to have a lot of fun and use a comedic voice.”

Dubin’s background in digital marketing and improv work seem to shed light on the company’s unique approach in the market. Not only is this an amazing idea (who doesn’t hate spending upwards of $15 on one razor), but a perfectly executed marketing campaign.