I ran across a case study on Orabrush that I thought was interesting for a couple reasons. First off I’m always interested in how a successful viral campaign is engineered. By “Viral” I mean that it was a campaign that was made successful because users forwarded the advertiser’s message to friends. In this case it was done using witty but compelling videos on Youtube. The second thing that is interesting about this case study is that the study itself was promoted by Google (the owner of Youtube) and I believe that the video attempts to make it appear that this was a do-it-yourself campaign that was done with almost no financial backing. Although I would definitely agree that this campaign was run on a shoestring compared to something that would be run by Procter and Gamble, it was by no stretch of the imagination done for nothing. I’m quite sure hundreds of thousands of dollars have been spent on this campaign since it began. There is some real talent in the writing, acting, video production and online marketing and generally speaking real talent costs real money. That being said, I still think it’s a great story. Please check it out.
The first OraBrush video
The case study video