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Brands To Watch
December 10, 2021
min read
Shoshana Eilon

How did Dr. Squatch use YouTube to establish their brand voice?

Founded in 2013 in San Diego, Dr. Squatch manufactures soap and personal care products for men. The company prides itself on using only natural ingredients, and avoiding skin irritants and products that are damaging to the environment. They also avoid testing their products on animals. 

Now based in Los Angeles, the company has a reported annual revenue of $6 million a year. The company’s by-line is “Get Dirty, Stay Clean with Dr. Squatch natural personal care.”

In 2021, Dr. Squatch reached a much larger audience with their splashy Super Bowl advert, which was covered by Forbes in their article Before Its Splashy Super Bowl Ad, Soap Startup Dr. Squatch Built A $100 Million Business, writing “Before the TV commercial, founder Jack Haldrup, a 33-year-old entrepreneur, had already built a $100 million direct-to-consumer business for Dr. Squatch’s soaps, hair care and deodorants off viral YouTube videos.”

Watch the advert here: 

Dr. Squatch’s sponsorship history:

To date, Dr. Squatch has worked with 53 Thought Leaders. The format they have appeared in the most is YouTube, and most of their mentions appear in general knowledge content. Signup to see its most trending sponsorships!

Full breakdown of the formats and categories

CXL wrote about the brand’s strategy in their newsletter on November 25, 2020 - YouTube Strategy Lessons from a Channel with 1.6 Million Subscribers: 

“Dr. Squatch is a brand that has had incredible success with YouTube paid marketing. They’ve generated over 100 million views for their ads, which—if you do the math—means that they’ve spent seven figures on ads in a short period of time. “ 

The history of Dr. Squatch from founding to first Super Bowl ad

Dr. Squatch on YouTube

Dr Squatch began sponsoring videos on YouTube in September 2017. Their first YouTube integration was titled I Went Vegan For a Month | My Experience, on the channel Repzion, published on September 6, 2017. 

Across 35 different channels, the brand has attracted a total of 31.6 million views, which breaks down as an average of 156,061 views per channel. 

The brand also has their own YouTube channel, Dr. Squatch. Although the channel only has 53.8K subscribers and 32 videos, it has helped to establish the brand’s voice with videos like What Women Think of Dr. Squatch Soap and Dr. Squatch - Choccy Milk Soap

Their most popular video is the first video ever released on their channel: Dr. Squatch - Natural Soap for Men released on May 21, 2018, which currently has 114 views, and tells viewers “Visit​ to upgrade your shower game”. 

Dr. Squatch on Podcasts

Dr. Squatch has not sponsored any podcast episodes. All of the brand’s appearances on podcasts have been organic. They have featured on podcasts including Real Marketing Real Fast, Ecommerce Conversations by Practical Ecommerce and Actionable Marketing Podcast. 

Best performing YouTube sponsorship: 

The brand’s best performing YouTube sponsorship is with Donut Media, titled 10 Classic Muscle Cars You can Still Buy CHEAP

Posted on September 4, 2020, so far the video has 987,105 views and 36,958 likes.

The offer in the description for this video reads “Thanks to Dr. Squatch for sponsoring today’s episode! Head over to Dr. and use code DONUT20 to get 20% off purchases twenty dollars or more, and click the following link to check out Dr. Squatch's best selling bundles.” 

The shout out to the sponsor comes 00:00:25 into the video - right at the beginning. If we look at the transcript of the video, this is the wording they use to present the brand: 

Big thanks to Dr. Squatch for sponsoring this episode. There was a time not too long ago when I was but a wee lad caught in the body of an internet car guy, longing to spread my manly Eagle's wings and fly. Just when I thought I'd never emerge from my cocoon of childishness. A creature of mythical proportions,shared the secrets of becoming a real man. He said to be a man is simple. You need a few things, one to own an axe. You need your own meat thermometer. You have to have a favorite salad. And finally, you got to get rid of the box of hotel soaps you have on your sinks and use some good soap. I said, "Hey, how do you know what's under my sink?" He said, "James, I know everything." And I said, "Do you know how to play saxophone?" And he said, "But of course. Wow, solid. So soulful.

So now that I've ascended to the next level of manliness, a quick word of advice from Papa James. The soap you are using is probably not very good and not made of things that you want on or in your body. Head over to and use code donut, to get 20% off site-wide on purchases, $20 or more, and click the link below to check out Dr. Squatch's best-selling bundle.

This integration marked the first time that Dr Squatch worked with this channel. The brand went on to partner with this channel 2 more times: 10 Insane Prototypes They ACTUALLY Built on  Sep 11, 2020 and Don't Buy Dollar Store Oil on Jan 5, 2021.

Go deeper with Dr. Squatch’s marketing

In August 2020 YouTube released an Ads Leaderboard showcasing the top U.S. TrueView for action ads for 2020. They explained the rankings as follows: 

“TrueView for action ads have clickable elements that give viewers the ability to take direct action while watching a video ad. Since launching this format, many brands have built creative to earn attention and drive engagements, like clicks and conversions. These were the top ads determined by an algorithm that factors engagements with the features of the format: total reach and clicks.” 

Dr. Squatch’s YouTube video Save Your Skin With Dr. Squatch Soap came top of the list. 

The ad was created by the Creative Agency Raindrop Branding & Advertising. 

To learn more about Dr. Squatch’s marketing strategies, listen to MarTech Podcast’s interview with the company’s founder Jack Haldrup, on this episode “Branding for Omni-Channel eCommerce.”

Check out these brands with a similar sponsorship strategy to Dr. Squatch to see how they compare: 

Manscaped -  the global leader in male grooming and hygiene below-the-waist, trusted by over 2 million men worldwide.

Fortnight - a free-to-play Battle Royale game with numerous game modes for every type of game player.

HBO Max - an American subscription video on demand streaming service owned by AT&T 

These brands are using similar marketing tactics or are appearing in similar content, both organically and sponsored.

Next steps

Are you a creator interested in working with Dr. Squatch and other similar brands? Get in touch to discuss how ThoughtLeaders can help you with brand sponsorships. 

Are you a brand interested in learning more about Dr. Squatch’s strategy and what you can learn from this for your own sponsorship initiatives? Click here to get started!

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