This is Orabrush—a tongue cleaner which uses foam to scrub down your tongue. It promises to get rid of your bad breath.Pretty boring, right?
So how can a small business like this appeal to the masses on a tight budget?
Austin Craig, who works with the Orabrush marketing group, spoke at the Small Business Summit 2012 in Manhattan today, and he had some great insights on how to market through social channels. Here’s how Orabrash did it:
It used content—not advertising
Videos sparked the growth of Orabrush, but it’s not enough to just shoot a couple infomercials and upload them on to the web. It has to be social, and the content has to wow viewers.
“It was really just to entertain people, and that’s what kept them coming back,” says Craig. “If you have creative, meaningful content, that will get noticed.”
Its first video connected with viewers by simply being funny. It got millions of views on YouTube, so Orabrush created a channel and started making more content, like a regular web series with a guy in a giant tongue costume (his name’s Morgan).
The YouTube channel became a massive hit, and it found new ways to spread the word
Now, Orabrush’s channel is the number three subscribed sponsored channel on YouTube, behind only Old Spice and Apple, says Craig.
Orabrush also used YouTube celebrities to its advantage. It contacted them and had them do product reviews of the brush.
Not only did their reviews get tons of views, but these YouTube figures have devoted “rockstar” followings, and so when the celebs did their reviews, a bunch of their followers wanted to do the same and it spread like wildfire.
And it kept its social presence integrated
The Orabrush Facebook page has around 300,000 fans—strange, for something as simple as a tongue cleaner. How’d it manage that?
Its social presence is all interconnected. The Orabrush website (and videos) tout a free Orabrush for folks to try, but the only way to get it is if you become a fan of the brand on Facebook.
Orabrush also had an app go viral because of its integrated presence. It put up a humorous video featuring an app that can detect bad breath, which got tons of views. Naturally, the app itself got a ton of exposure—it has gotten more than 500,000 downloads since.
From there, things just ramped up. The press took interest in what Orabrush was doing, and it got written up in a bunch of publications (including Business Insider.)
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