Growing Pains

Growing Pains

Tuesday, 28 June 2011 14:45

Orabrush’s YouTube marketing lesson

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!


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.

Michael Fox managed Google’s online sales and operations agency team for Australia and New Zealand before moving into entrepreneurship. He's a co-founder of Shoes of Prey, an online retail website which allows women to design their own shoes. He blogs in detail about the process of running Shoes of Prey at his blog

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