Perform an audit of Dollar Shave Club's digital presence including the following: 

 Brand:

• What brand you have chosen + a little background on the organization. Who they are, what their product/service is, when/where they were founded, etc.
• Who are their main competitors? 
• What problem are they trying to solve for consumers?  
• What is their brand promise, USP, tagline, etc.? 
• Who do you think their audience(s) are? Illustrate with 2 main personas.

Content / Messaging:
Analyze the brand's overall content. This could include Blog posts, articles, interviews, Q&A, ebooks, whitepapers, infographics, GIFs, podcasts, contests, UCG, etc. Include screenshots.

Answer these questions: 

1. What type of content do they use? What is its quality level? By which criteria are you judging the quality? 
2. How often is new content deployed? Does the frequency adhere to best practices?
3. What makes their content stand out? How is it different from its competitors?
4. Include a Content Marketing funnel that shows how their content efforts are organized.
5. Provide your informed POV on what would make their content efforts stronger & Include a SWOT analysis of their current content efforts.

Paid advertising: Creative digital media, SEM / CPC:
Analyze the brand's overall digital advertising efforts. This should include Google ads (CPC/PPC), digital / display banners, retargeting ads, or anything other paid digital advertising you can find. Include screenshots.

Answer these questions: 

1. What type of paid advertising do they use? What is its quality level? By which criteria are you judging the quality? 
2. How are their efforts strengthening their brand? What impression is it leaving on consumers?
3. What makes their digital advertising stand out? How is it different from its competitors?
4. What improvements could the brand make to its current digital advertising efforts?
5. Include a SWOT analysis of their current paid advertising efforts.
   
   Emails:
   Analyze the brand's overall email marketing efforts. This should include examples of the types of emails received by you in your research. Include screenshots.

Answer these questions: 

1. What types of email marketing are they using? What is its quality level? By which criteria are you judging the quality? 
2. How are their efforts strengthening their brand? What impression is it leaving on consumers?
3. What makes their email marketing stand out? What makes you want to keep receiving their emails?
4. What improvements could the brand make to its current email marketing efforts?
5. Include a SWOT analysis of their current email marketing efforts.
   
   Social media channels
   Analyze the brand's overall social media marketing efforts. This should include an overview of all of the social channels they are currently using. Include screenshots.

Answer these questions: 

1. What social channels are they using? What is the status of each of them? (followers, posting frequency, etc.). 
2. What type of content do they use the most often and what seems to be the most effective?
3. How are their efforts strengthening their brand? What impression is it leaving on consumers? Do they create real engagement with their audiences? How?
4. What makes their social efforts stand out? 
5. What optimizations should the brand make to its current social media marketing efforts?
6. Include a SWOT analysis of their current social media marketing efforts.
   
   Website:
   Analyze the brand's website. This should include an analysis of the content, design, functionality, SEO, UX/UI, etc. Include screenshots to illustrate your points. 

Answer these questions: 

1. What is the current state of their website? By what criteria are you making your assessment?
2. What assumptions can you make about their current SEO strategy/efforts?
3. What Best Practices are they using?
4. How does their website strengthen their brand? What impression is it leaving on visitors?
5. What makes their website stand out? To visitors and compared to their competitors?
6. If it is an e-commerce website: What is the current flow, and check-out process? Is it effective or lacking? Why?
7. What optimizations should be made to their website?
8. Include a SWOT analysis of their current website.
   
   Ethics:
   Give an overview of examples of the brand demonstrating (past & present) good or poor marketing ethics (as outlined in the CMA's Code of Ethics & Standards).

Answer these questions: 

1. Has the brand been implicated in any poor ethical behaviour? If so, what? And, what can they do to ensure it doesn't happen again? If you can't find any evidence, what is a possible future scenario they should watch out for to ensure they remain ethical? 
2. Based on your audit, what is some of the apparent ethical behaviour you can see the brand adhering to in their digital activities?