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The Orabrush YouTube story: How to build your brand using video

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Uploaded on Mar 29, 2011

Greg Jarboe, Search Engine Watch blogger, interviews Jeffrey Harmon, Orabrush, at SES New York 2011, about the Orabrush YouTube campaign. Orabrush skyrocketed to fame when it created a series of YouTube videos promoting its product and now its YouTube channel has more than 35 million views. Jeffrey makes reference to the fact that the Orabrush product is now available in stores and the product placement references the original Orabrush YouTube video, which in turn drives customer prospects back online to watch the company's videos. Greg asks Jeffrey about how challenging it was for Orabrush to originally get product distribution in stores and how it took the YouTube video campaign to finally facilitate it. Abe Niederhauser, Orabrush, goes on to describe the challenges Orabrush faced when its inventor and CEO, Dr. Bob Wagstaff ("Dr. Bob"), was not able to sell his product in stores and neither did a TV infomercial achieve any success. Thanks to the effectiveness of the YouTube campaign, Orabrush is now sold in several thousand stores across the United States and abroad. Jeffrey tells the story about how the Orabrush YouTube campaign came to light when Dr. Wagstaff first approached students at Brigham Young University.

Jeffrey tells the story about how the first Orabrush video came to be produced, called "bad breath test." Abe mentions the New York Times story about Orabrush and how the company made more than one million dollars in sales in its first year of selling product online thanks to the YouTube video campaign. Jeffrey then goes on to describe the importance of accruing subscribers to your YouTube channel.

To learn more about Orabrush, please visit: http://www.orabrush.com

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