Orabrush is the first company to take their product from zero sales to nationwide distribution using nothing but YouTube and Facebook for advertising. The tongue cleaner that rose to fame on YouTube, garnering nearly 40 million total views and over 160,000 subscribers, is the third most-subscribed sponsor channel on YouTube (after Old Spice and Apple). In a new case study video they share their story of how they convinced Walmart execs to carry their product using nothing but YouTube and Facebook.
Orabrush, a tongue cleaner designed to cure bad breath, was invented by 76-year old inventor Dr. Robert Wagstaff aka Dr. Bob. After a number of failed marketing attempts, Dr. Bob teamed up with Jeffery Harmon, who was then a student at Brigham Young University, and launched a marketing campaign for the product on YouTube. The initial video in their campaign, ‘Bad Breath Test – How to Tell When Your Breath Stinks’, has garnered over 15 million views since it hit YouTube two years ago. Warning: You may not want to watch if you are eating.
But the success of the ‘Bad Breath Test’ video isn’t the most exciting thing. The most exciting thing is that two years after launching their YouTube campaign, Orabrush has secured a distribution deal with the largest retail chain in the US—Walmart. And they did it all via Facebook, YouTube and email.
Jeff Davis, the CEO of Orabrush, says, “To my knowledge, there have been few, if any, products to go from no sales, online or offline, to full nationwide distribution by using YouTube videos in just two years. Online video is the core of our Reverse Marketing Model. The unconventional approach we’ve taken creates high levels of awareness with consumers online, fosters demand for the product in stores and forms retail partnerships to meet consumers’ need for convenience. What Orabrush has accomplished was impossible just a few years ago. That technology simply didn’t exist.”
What I think is really interesting is that Orabrush initially ran a $20,000 print ad and didn’t see any results. It was only when they targeted Walmart execs on Facebook with a $28 ad and shared their YouTube success with the giant chain that Walmart paid attention. This week Orabrush announced that, thanks to their YouTube and Facebook campaign, the Orabrush tongue cleaner is now available in 3,500 Walmart stores throughout the United States.
Check out the case study video below and let us know what you think. Are you surprised by the fact that Orabrush managed to make their way to Walmart’s shelves in such an unconventional way? Do you think we’ll be seeing more companies reaching out to distributers in this way?
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.