The brush has soft, pointed bristles along with a scraper that works cohesively to remove bacteria from the top of the tongue, where about 90% of bad breath comes from. The company claims to remove more bacteria than traditional toothbrushes and tongue scrapers due to the bristle design of OraBrush.
photo: OraBrush
After unsuccessful TV infomercials, OraBrush decided to promote its product on YouTube. Its funny and quirky campaigns quickly caught
the attention of Youtube viewers. Along with several promotions on high-traffic youtube channels (such as AllThatGiltters21) OraBrush saw a rise in sales.
- Why Youtube?
Youtube allows anyone to search for almost anything they wish to see, from music videos (remember my Jeff Buckley post) to cooking lessons. It also allows advertisers to harness their videos when people type in a specific key word.
The advantage of this for small companies like OraBrush is that it's easier for them to market to target audiences, such as students and young professional who are interested in how-to videos. How-to videos are extremely popular searches on Youtube. OraBrush capitalized on this by catering its unique videos to these people. As a result, any how-to search that is performed generates an OraBrush as campaign.
- Smart Business Move
OraBrush's campaign shows how important it is to know not only who your audience is but how to locate them. The failure of the company's initial television campaign was a case of not inadequate marketing. Clearly, the type of people OraBrush needed to reach were those who either did not watch infomercials, or the timing of these infomercials were scheduled incorrectly. By altering its media platform and campaigning through Youtube, OraBrush was able to market to the right audience; thus, success!
Now, buy one and see for yourself. Take the bad breath challenge!
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