YouTube Marketing: Orabrush's Success

Nov 17, 2010 — Allan Pulga

Back in May, we ran an article about using YouTube to market your wireless business (see YouTube article). At two billion views per day, the most popular video-sharing website on Earth is watched more than double the prime-time audience of ABC, CBS and NBC combined.

YouTube generates 45 million daily homepage hits and 24 hours of video are uploaded every minute. The average YouTube user spends 15 minutes per day on the website.

All kinds of companies use YouTube to advertise their products, and a couple months ago (Sept. 26), Claire Cain Miller of the New York Times shared the curious story behind one such campaign, used to peddle a tongue brush to cure bad breath called Orabrush.

Orabrush inventor Robert Wagstaff spent 10 years pitching the product to dentists and retailers and even spent $50,000 on an infomercial, but it turned out to be a dud. “That all changed last year,” Miller wrote, “when he posted a funny video about bad breath that advertised the tongue cleaner on YouTube.

“A year later, people have viewed Orabrush’s YouTube clips (nearly 30 million times on Nov. 16), watching weekly appearances by a giant tongue named Morgan. Orabrush has sold $1 million worth of the $5 tongue brushes through YouTube, and major drugstores are beginning to stock it on their shelves. And in February, its maker – a tiny company in Provo, Utah – lured a former Procter & Gamble executive to become its chief executive.”

Miller points out big companies like P&G (with its smash-hit Old Spice man ads) have gotten much attention for viral YouTube videos, but small businesses are also using YouTube to make their presence known.

“What P&G taught me is a different model,” Jeff Davis, Orabrush’s chief executive and 23-year P&G veteran. “You have an idea, build a prototype, have a test market, scale the product, find a retailer and distribution, then turn on the marketing. This was the reverse. We basically launched the entire brand on YouTube and Facebook.”

Morgan Brown, director of marketing for TurnHere, a California-based leading online video production and ad company, listed 5 Ways Small Businesses Can Take Advantage of YouTube on 3):

  • Create Content that Meets a Need.“Capture attention and create interest by meeting the information need of your audience. Create interest in your ability to match a smartphone to every type of user (See What Customers Want: Top 3 Smartphone Features) and provide additional tips the viewer might not have considered.”
  • Pay Attention to Production Value. “Make your videos professional (avoid shaky hand-held camera work, poor audio, bad lighting and incoherent storylines) and easy to watch.”
  • Optimize for YouTube Search. “You need to optimize your video so viewers will find it on YouTube. Include important keywords in the title and make sure your tags include those keywords, too. Choose an appealing thumbnail to capture what your video is about.”
  • Give the Viewers a Follow-Up Action.“Give the viewer a compelling reason to follow up with you and a clear path to do so,” suggests Brown. “The best way for retailers to do this is to provide a special offer and a unique web address in the video: ‘Print this coupon for 10% off your next smartphone purchase.’ The unique URL and discount allow you to measure how successful your YouTube video is.”
  • Let them Know Who You Are. “Encourage users to take a step towards a relationship with your company by having them subscribe to your YouTube channel or company e-mail newsletter. By building your YouTube subscriber base, you’ll automatically reach a built-in audience of potential customers who have opted-in to seeing your latest videos.”

Topics: Mobile Industry, Retail Marketing

Recent Posts