Orabrush Becomes YouTube Marketing Machine For Katherine Heigl's JustOne

JustOne, a charitable pet venture started by actress Katherine Heigl, reached out to Orabrush, which built two multimillion dollar brands on YouTube, to help save lives of homeless animals by raising awareness and funds. The video encourages viewers to purchase JustOne's collection of leashes, collars and other merchandise, as well as partner products such as Orapup.

Orapup, an Orabrush company, will apply its reverse YouTube marketing model to help extend the reach of the video and generate greater interest. The Orapup YouTube channel connected with the pet community garnering more than 23 million views, more than pet brands IAMS, Pedigree and Purina combined.

Orabrush CEO Jeff Davis said it will build the brand's first online work with video and digital, then move the marketing offline once marketers have a better understanding of the audience and market. This provides a much clearer picture of ROI.

Davis, a former Procter & Gamble exec, said the online model allows for better optimization through analytics. "We've done that for Katherine Heigl and the JustOne team," he said.

The fund aims to build awareness of The Jason Debus Heigl Foundation, an organization dedicated to animal welfare that celebrates the memory of the Heigls' brother Jason. Proceeds from each sale benefit abused and neglected animals, the fund spay/neuter initiatives, as well as help to implement rescue, transportation and rehabilitation programs.

Davis said Orabrush has begun to work with other companies to deploy the reverse marketing model. Through this model, it has helped Dallas-based  Poo-Pourri create a multimillion-dollar company. Orabrush also helps by writing, producing and editing the content from offices in Salt Lake City and Los Angeles. "You need to understand the content to serve it to the correct audiences," he said. "We create, optimize and advertise the content."

Targeting online audiences, the Orabrush team created a YouTube video starring Heigl and her dog Gertie. Technology built in-house will help the two companies understand the target audience and determine how long they view the content to develop a predictable way to sustain the audience at very low-cost per view. "Really good cost per views on target audiences run between $0.15 and $0.25 today," he said. "We get views on the targeted audience at a much lower cost."

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