YouTube: The Story of Orabrush

According to a survey conducted by YouTube, around 4 billion videos are viewed on this site every day, which show an increase of 50% from 2010. It is also estimated that more than 60 hours of video is uploaded every minute. Due to its popularity as the largest sharing video website, 99 of 100 leading national advertisers would choose to advertise on YouTube. However, the major concern of using YouTube as the advertising media is despite of its huge viewers, it may not be the best way to promote the brand as most of the ads are quite short and viewers might just skip the ads by clicking the skip button in 5 second. Additionally, most of YouTube videos are amateur home video which is not suitable for a popular company to put ads next to those low quality videos. So, the question is how Orabrush could attract the attention of large viewers and become successful by simply posting their ads on YouTube.

Basically Orabrush began promoting its new tongue clearners with a YouTube Brand Channel in 2009. A series of cheeky Orabrush videos, with helpful tips for overcoming that nasty issue of bad bread anxiety were watched by huge amount of YouTube viewers. In my opinion, establishing brand channel was a smart move to create a platform for the seller to interact with their potential customers. Orabrush could deliver their brand clearly to customers and customers have the chance to comment or to ask any issue related to the product. Furthermore, through promoted videos, these videos were shared with millions of viewers and created a massive buzz. It was a huge success and able to attract the attention of major distributors and retailers. The founder of Orabrush, Dr. Bob Wagstaff said that “Launching our product on YouTube helped us sell over 1 million units online”. Do you guys think it is the best way to promote a brand like Orabrush did? Please comment and share your thoughts.