Analysis of Orabrush Marketing Strategies and Campaign Success

This report provides a comprehensive analysis of the marketing strategies employed by Orabrush, focusing on the challenges and successes of its campaigns. It examines the initial failure of Google AdWords, the subsequent optimization of the orabrush.com website, and the pivotal role of YouTube video marketing in driving sales and brand awareness. The report delves into the reasons behind the initial AdWords campaign's lack of profitability, the impact of targeted YouTube content, and the strategic decision to pursue traditional retail distribution. It also discusses the importance of keyword optimization, content attractiveness, and the evolution of the marketing approach. The analysis highlights the effectiveness of the YouTube strategy, the increase in sales, and the expansion into retail stores, including Wal-Mart, as a result of the successful marketing efforts. The report also analyzes the average value-per-visitor to the YouTube video and discusses whether Facebook ads should send users to the website or the YouTube video. Finally, it explains why, despite profitable online advertising and sales, traditional retail distribution remained a key objective for Orabrush.

Running head: MARKETING OF ORABRUSH
MARKETING OF ORABRUSH
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.......................................................................................................................................5
Bibliography....................................................................................................................................6

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Introduction
Orabrush is a product that helps to eliminate the bad bredth. Recently, Wal-Mart has
offered Orabrush to send 700,000 Orabrushes for all the outlets of Wal-Mart. This is a huge
success for the Orabrush and the marketing executive of Orabrush Jeff Harmon. The main
objective of this paper is to evaluate the success of the Orabrush from the initial stage.
Discussion
Orabrush is a tool to maintain the oral hygiene. However, not many people are familiar
with the concept of the concept of oral hygiene. In this case the student from BYU thought that
providing the information about oral hygiene and the relevance of the Orabrush with respect to
this matter. The choosing of the Google AdWords campaign could help the product to reach
more consumers as Orabrush may not appear at the first page of search result while searching for
the organic products. However, the result of the AdWords campaign was not successful. Average
cost per click was $0.63. Apart from that the conversion rate on the website was 0 .5%. Average
order size is of $9. It can be clearly assumed that the AdWords campaign was not profitable.
Jeff has carried on the same marketing strategy for Orabrush. The advertisements
incurred a net loss of $5,000 on $10,000 in sales. The ratio for loss per head has been decreased,
but the profitable sale was not achieved. From this analysis it can be said that the advertisements
in AdWords was not enough to reach to the consumers and convince them about the
effectiveness of the Orabrush.
The main reason for the failure of the marketing through the advertisement is that
consumers are not convinced about the effectiveness of the Orabrush for decreasing the bad

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breadth. Apart from that maintaining oral hygiene is not highlighted fact that will make the
consumers aware to take the necessary steps regarding this.
The optimization of the search result in the website was done because no one was
searching for the term Orabrush. However, everybody was searching for the terms “Tongue
cleaning”, “oral hygiene”. The optimization will help to get the link for Orabrush website easily.
It has been also noticed that the difference in the key words can make the difference in the search
result. It has been seen that the 20% of the viewers have found the product by searching “bad
breadth” and 10% of viewers has found the product through the term “fresh breadth” or “oral
hygiene”. This also converted the rate of 20% as opposed to 10% for the other keywords. The
optimization was focused on various areas which later helped Jeff to find out different effect of
the different t key words indicating the same thing.
Due to the ineffective nature of the digital advertisements, Jeff started to promote the
consequences and problems related to the bad breath and the effectiveness of the Orabrush to
mitigate the bad breath through making video rant about bad breadth and posting them at
YouTube. Within three days the video has been watched over 1000 times. Half of the viewers
have seen the video from paid apps. On the other hand, other half of the users found the video
through searching about organic views. 15% of the viewers clicked at the end of the video and
went to the online website of Orabrush. YouTube’s source traffic was 3% and average size of the
traffic was $15. These statistics regarding the network traffic is better than Google and
Facebook. After three weeks the viewer of the YouTube video crossed 20,000. The click through
from the video to the Orabrush became 35%. The conversion rate was increased as the online
purchase was offering free Orabrush. Apart from that promoting the videos in the YouTube was

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also profitable because of the loppholes in the newly implemented YouTube advertisement
policies.
Initially, the marketing strategy adopted by Jeff was to give the advertisements in
different social media platforms along with the Adword. The idea of promoting the videos at
YouTube came accidently for Jeff. YouTube’s source traffic was 3% and average size of the
traffic was $15. These statistics regarding the network traffic is better than Google and
Facebook. After three weeks the viewer of the YouTube video crossed 20,000. The click through
from the video to the Orabrush became 35%. In case, if I am in the position of Jeff, I would add
the YouTube link with the AdWord advertisements. Orabrush is a new product and is not known
among the consumers. Apart from that relevance and the importance of this product cannot be
expressed clearly in the advertisements. In that case, the video of thee YouTube can provide
more information about the product and its contribution in the elimination of the bad breadth.
The rant about the bad breadth and the application of the Orabrush to prevent the bad breadth
can make people interested about the product. In this case, they can go to the link of the official
website of the company to buy the product. The content of the advertisement is needed to be
attractive to the consumers. It can be said that the selection of the website optimization along
with the selection of the right keyword can improve the marketing for the Orabrush.
It has been see that after posting the YouTube video regarding the bad breadth, the sale of
Orabrush has been increased. However, selling Orabrush at online platform was profitable. 8%
of the hygiene market was interested to buy Orabrush. The online market of the Orabrush was
large enough to generate the profit. However, the success of the YouTube video has helped
Orabrush to capture 92% market share. The success of the YouTube video made Boots; a U. K
based Pharmacy Company to ask Orabrush for stocking their products. Another company from

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the Australia started stocking the products from Orabrush. Consumers keep asking the stores in
case if the products are available in the stores. From the increased success of Orabrush, Wal-
Mart, Utah is also started stocking Orabrush.
Conclusion
It has been seen that the way of marketing Jeff has taken was effective. The rant video
about the bad breadth successfully promoted Orabrush. 8% of people who have purchased
Orabrush and have received positive effect. In this case, the word of mouth has increased the
demand of this product. The increased demand of the product among the rest 92% consumers is
the result of indirect marketing. It can be concluded that Jeff has identified an innovative way of
marketing and promoting of new products.

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