Byte Your Tongue
When Dr. Bob, inventor of tongue-cleaning devices Orabrush, developed the breakthrough oral hygiene product, he couldn’t figure out why no one would buy it. Not retailers who failed to stock it, and not consumers, when they actually did put it on their shelves.
So he turned to bytes, you know the digital kind. Specifically, online ones.
Stymied by conventional approaches to distribution and marketing, Dr. Bob turned to a local college in Utah and asked one of their marketing classes to research it, Austin Craig, social media strategist – and primary YouTube spokesman – for Orabrush told Brand Marketers Summit attendees.
The class concluded that 92% of online users would not buy an Orabrush online, and recommended that Dr. Bob not even try. But one of the students pointed out that actually meant that 8% of the Internet population might want to buy an Orabrush online, and that was still a pretty good marketplace.
So Dr. Bob made a deal with the student: Find a way to market Orabrush online, and he would give him his motorcycle.
That student no doubt is easy riding, because the rest is, well, YouTube history.
With an initial budget of only $500, Orabrush – through a combination of video whimsy and product attributes – has made a significant market for the tongue-cleaning brand.
Now that’s word-of-mouth, literally.
Recent Show Daily Articles
-
The Search for Fake Pre-Roll May 21, 4:39 p.m.
Auto-play digital commercials aren't in particularly good favor among digital video consumers -- or unknowing ...
-
How Social Is Transforming TV May 21, 3:31 p.m.
Live from OMMA Video, Viacom Media Networks is unveiling its findings from “When Networks Network: TV ...
-
One Video Agency To Watch May 21, 2:46 p.m.
In the market for a video agency capable of creating ads that are as sharp and ...
-
Strange Brand Fellows: Vice & Fidelity May 21, 2:35 p.m.
I’m not entirely sure what the whole backstory was, but Chris Needham, VP-digital marketing at Fidelity ...
-
Fidelity Frowns On In-Banner Video May 21, 2:05 p.m.
On hand for the afternoon keynote at OMMA Video is Chris Needham, VP, Digital Marketing, Fidelity ...
-
Is NewFronts-Upfront Merger Coming? May 21, 1:05 p.m.
Wrapping up the OMMA Video panel assessing this year’s NewFront, moderator Mike Bloxham asked how long ...
-
The Bull That Was The Rumored $1B NewFront May 21, 12:40 p.m.
In the run-up to this year’s Digital NewFront events, it was predicted by some that advertisers ...
-
Newfronts: Failure to follow the consumer? May 21, 12:25 p.m.
Newfronts made big news -- but what was the substance? "There was a lot ...
-
Subway Serves Up Original Content May 21, 11:54 a.m.
Subway knows something about product placement, but don't tell that to Caitlin Burke, Senior Marketing Manager ...
-
Are Content Aggregators Eating Creators' Lunch? May 21, 10:58 a.m.
As more aggregators (think Google) get into content production, “Are content creators screwed?” Ashkan Karbasfrooshan -- ...
Be the first to comment on "Byte Your Tongue"
Leave a Comment