When Dr. Bob Wagstaff invented the Orabrush tongue cleaner, he never thought people will not accept the product. He tried all the traditional business methods and strategies to sell his product but all in vain. He invested $ 40,000 in TV commercial, approached retail stores to keep the Orabrush in stores and he even offered patent to other companies but nothing worked. He got only 100 orders and people did not notice the Orabrush in stores.
Then Dr. Wagstaff took the advice of Jeffrey Harmon, a local college student, & started marketing the tongue cleaners on YouTube. With a $500 budget, they produced a video and posted on the site.
The commercial-style video explained the benefits of Orabrush and explained that ninety percent of bad breath comes from bacteria on the tongue—hence the solution, the Orabrush tongue cleaner and within first few months, the video went viral, getting 16 million views.
Building a brand on YouTube
After the first video, Harmon took on the role as CMO and began creating regular webisodes, introducing new characters like Morgan, the dirty tongue. Harmon then used more YouTube video ads to reach more people.
After 2 years, Orabrush had sold more than a million tongue cleaners to people in 40+ countries. The Orabrush brand became so popular that local pharmacy store managers began contacting Orabrush directly, citing requests from customers who had heard about the brand online. This fall, Walmart began carrying the Orabrush tongue cleaners in its 3,500+ stores across the United States. And this week, CVS/pharmacy has added the Orabrush tongue cleaner to more than 7,000 stores across the country.
These days Orabrush is taking a new approach to drive even more sales in stores. One of the first businesses to use YouTube TrueView video ads, Orabrush has created tailored endings to their videos that direct the viewer to the closest CVS/pharmacy carrying the Orabrush.