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Casey Gollan reveals expert opinion on how YouTube brought 'superstardom' one US company
Date:8/22/2013

stocked it in the store, says Harmon. Sales increased and Orabrush decided to target Walmart’s nationally. This, however, fell by the wayside as Walmart buyers refused to meet with them.

A £20,000 advertising campaign in national magazines had similar unsuccessful results. A Facebook ad however did the trick, said the company. It poked fun at Walmart staff claiming they had bad breath and caught the attention of Walmart top management. By the end of the year the Orabrush was being sold in 3500 Walmart stores in America.

But that’s not the end of the story as Australian business coach Gollan points out:
“Had Orabrush ridden on the coattails of their first video, I may not be writing about them today. But they’ve obviously learnt from what they’ve accomplished, and have continued regularly producing videos ever since.

“In fact, with almost 190K subscribers, and over 41 million video views, they are one of the biggest brand-sponsored channels on YouTube.”

He adds: “Realistically, most companies aren’t going to reach the level of notoriety on YouTube that Orabrush has. But I definitely believe we can learn from their use of video to increase our own reach and online sales.”

Today the company adds weekly humorous videos to their YouTube channel, in addition to regular adverts. Viewers are invited to upload testimonials of the product – some of which are later used in the company’s marketing material.

Viewers who ‘like’ the company’s Facebook page receive a free brush. This goes some way to explain Orabrush’s 340,000 fans.

The company have also expanded by launching the Orapup – a canine version of the Orabrush which to date has resulted in more than $1.2 million worth of sales.

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