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SALT LAKE CITY — Thanks to a large online following and success on YouTube, oral care brand Orabrush now has gained distribution at 3,500 Walmart stores throughout the country.
With distribution within Walmart, the total number of retail locations carrying the Orabrush tongue cleaner is now more than 10,000 throughout the world, the manufacturer stated.
“To my knowledge, there have been few, if any, products to go from no sales, online or offline, to full nationwide distribution by using YouTube videos in just two years,” Orabrush CEO Jeff Davis said. “Online video is the core of our Reverse Marketing Model. The unconventional approach we’ve taken creates high levels of awareness with consumers online, fosters demand for the product in stores and forms retail partnerships to meet consumers’ need for convenience. What Orabrush has accomplished was impossible just a few years ago. The technology simply didn’t exist.”
Since its launch in 2009, Orabrush has executed one of the most successful viral marketing campaigns in recent history and currently has nearly 300,000 fans on Facebook, while its YouTube brand channel has more than 38 million views and is only behind Apple and Old Spice with more than 150,000 subscribers.
Orabrush began when 76-year-old inventor Dr. Robert Wagstaff developed a tongue cleaner designed to help cure bad breath using a combination of ultra-soft, pointed bristles that reach deep into the tongue and a unique scraper to remove bacteria.
After several failed attempts to get the product on store shelves using traditional methods, Wagstaff joined forces with Jeffery Harmon, then a student at Brigham Young University, who believed that the tongue brush could find success online. Two years ago, the company started with a single video on YouTube and has since cultivated a loyal online following.
“We owe much of our success to our dedicated online fan base, whose attention we were able to attract thanks to the unique, massive platforms YouTube and Google provide,” Davis said. “Over the past two years, tens of thousands of fans have asked on our YouTube channel and Facebook page, ‘When are you going to be in stores?’ We are excited to see a giant like Walmart so quickly respond to demand from the social community online. This type of online to offline marketing is the future of commerce.”