Robert Wagstaff thought he had a best seller on his hands when he invented a tongue brush to cure bad breath, but years later, after dozens of pitches to dentists and retailers and a $40,000 TV infomercial, he realized he needed help. So in 2009, he turned to a Brigham Young University business class for ideas on how to market his invention. A student, Jeffrey Harmon, had an idea to make a funny video about bad breath and show it on YouTube. Wagstaff had never seen YouTube, but hired Harmon to make the video for about $500.
The video went viral and two years later, about 143,688 people have subscribed to get email updates every time Orabrush posts a new video, making it the second most-subscribed channel on YouTube.
Since the release of the video, Orabrush has sold more than $1 million worth of the $5 tongue brushes through YouTube and major drugstores are beginning to stock it on their shelves. But Orabrush’s success is not based solely on the video going viral–the video works because it builds a relationship between the brand and the audience. It educates consumers on bad breath and how to get rid of it. There’s a level of trust established between the brand and the audience–as if they are saying “we want to help you out by helping you get rid of your bad breath, we’re doing you a favor, trust us.”
Takeaway: Do not try to make your product, brand or video go viral, instead create a meaningful relationship with your audience.