In this morning’s strategy session with the DigitLab team the use of video in the social media space seemed to be the topic of the day
Often when one thinks of social media they think Facebook, but we know that social media extends a lot further than the 3rd biggest country in the world, but sometimes we need a little reminding.
For me one of the social media platforms that is often not considered as part of the social media mix is Youtube.
Many forward looking companies are having huge success by integrating YouTube into their social media strategy. Besides just engaging on the YouTube platform itself brands can integrate other networks by creating conversations on Twitter or forming communities on Facebook, all tailored around the YouTube video.
The birth of OraBrush
One of the case studies that came up this morning was Orabrush. It was just too good not to post anything about. To start off with you have to watch the video:
What started off as a bit of a dud product on a lesser known, low key shopping channel became the brainchild of (student at the time) Jeffrey Harmon.
Dr. Bob Wagstaff (75 yr old inventor of the Orabrush) didn’t seem to be having much luck with getting his product to market. After approaching, and being turned down, by the big players like Colgate , oral B and Wal-Mart he approached the Marriott School of Management at BYU to see if ant of the students in the market research class could come up with ideas market the product online.
Small fish are fish too
The findings weren’t too encouraging. They found that “92% of the people who would actually like to try Orabrush will not buy Orabrush on the internet, and it was suggested that Dr Bob drop the idea of marketing Orabrush on the Internet.
That’s’ when Jeffrey Harmon stuck his hand up and asked “That means 8% probably will buy Orabrush. That is millions of people, why don’t you focus on them?”
As they say, the rest is history.
Video on a budget
The real beauty behind this brand is that its success is all pinned around the creation of a very low budget viral video, which quite literally made them famous.
After roping in a few more key players Jeffery and his new Orabrush team put together a YouTube video. The video generated millions of views, and put Orabrush on the map. The brand was now getting noticed by major distributors and retailers, and product was literally flying off the virtual shelves.
The power of going viral
This just goes to show the power of video. Especially when it goes viral. The key thing that attributed to Orabrush’s success was its sharability. By focusing on quite an awkward topic and the controversial nature of the ad made people want to share it amongst their communities lead to its booming success.
A great use of viral video. Definitely one for the books. To get the full story right from the horses mouth check out the clip below – God bless YouTube!