The Orabrush is a tongue cleaner designed to cure bad breath. “Why on earth is Michael writing about this – does his breath smell?”, you might justifiably be wondering.
The reason is this: the company has done an outstanding job of marketing its business using YouTube – and we love a good YouTube marketing story!
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The story of the Orabrush’s successs is best told in its own video.
Prior to watching the video and reading the story of the Orabrush, the only thing I would have deemed interesting about the product was how uninteresting and ridiculous-sounding a tongue brush was.
But the Orabrush video does a great job of developing an interesting and a viral story. It gives credibility to a product people may otherwise shy away from.
It’s also a good example of how video can work so well as a marketing tool for e-commerce websites.
One of the big challenges for an e-commerce site is that potential customers don’t get to see and interact with a product, or the salespeople in a store.
While it might be possible for a well-trained sales person to share some of the Orabrush story in a store, that’s not possible online, and arguably, it’s a better story told by video anyway.
If you’ve seen other companies using YouTube very successfully, please leave a comment.