Orabrush Case Study: A New Generation
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Orabrush Case Study: A New Generation

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In this session, the newly named CTO of Orabrush will discuss the brand's push towards programmatic. After figuring out how to commercialize YouTube using the service's commercial tools to get an ROI ...

In this session, the newly named CTO of Orabrush will discuss the brand's push towards programmatic. After figuring out how to commercialize YouTube using the service's commercial tools to get an ROI on a product, Orabrush is increasingly focused on driving views on their channel. Brent Rambo is streamlining efforts by figuring out video performs the best automatically, utilizing his IT background to push this form of marketing forward.

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Orabrush Case Study: A New Generation Presentation Transcript

  • 1. Digiday Summit – May 2014 Winging a presentation, because it’s just better that way… Brent Rambo Orabrush, Inc. CTO @brentrambo
  • 2. Digiday Summit – May 2014 Who is Brent Rambo?
  • 3. @brentrambo This is Brent Rambo, 25 years ago…
  • 4. @brentrambo More importantly… the CTO of Orabrush.
  • 5. Digiday Summit – May 2014 WHO WE ARE Bad Breath Products Business Video Marketing Ad Technology Model (YouTube) 1 5
  • 6. @brentrambo 6 INTERNET USAGE MEETS TELEVISION—FIRST TIME Average time spent on media per day TV 2hrs 49m Online 2hrs 44m Radio 2 hrs Print 0hrs 37m TIME SPENT ONLINE by internet access device Home PC/Laptop Work PC Smartphone Table 2013 AMAS graphic (www.amas.ie)
  • 7. @brentrambo 7 DIGITAL MEDIA SET TO EXCEED TV TIME THIS YEAR AVERAGETIMEAMERICANADULTSSPENDWITHMEDIA (HOURS:MINUTES)
  • 8. @brentrambo OBJECTIVES • Deliver the “right content” to the “right target audience” • Develop predictable, sustainable ecommerce revenue and user engagement. • Deliver industry leading results at the lowest possible price point.
  • 9. Digiday Summit – May 2014 THIS IS THE WING IT PART… 9
  • 10. Digiday Summit – May 2014 OK, MAYBE A LITTLE DATA… 10
  • 11. @brentrambo Overview - All this was accomplished in 4 to 8 months. Actual Target Audience (and “love” group) • Identified our highest converting “prime prospect” audience before shipping a single unit. Pricing • Tested 46 different price points. Messaging • Tested 245 different landing pages with messaging on nearly one million visitors. We had qualified messaging before tooling was complete. • Tested 55 variations of a conversion video (commercial). • Tested 4 veterinarians for highest converting “endorser” of the product. 11 ORAPUP RMM CASE STUDY RESULTS
  • 12. @brentrambo 12 ORAPUP TONGUE CLEANER FOR DOGS… • Idea born from Orabrush consumers • Used crowd funding (www.indiegogo.com) as a way to introduce the product and raise money • Over $750K in pre-orders before launch • Consumers have uploaded over 400 video reviews on YouTube and Facebook
  • 13. @brentrambo HOLISTIC DIGITAL OPTIMIZATION VIDEO WEBSITE CHECKOUT VIRALITY & LONG TERM ENGAGEMENT Repeat optimization process for each step of the website Repeat optimization process for each step of the checkout Repeat optimization process virality & engagement Repeat optimization process for each step of the video 13
  • 14. @brentrambo WHERE ARE WE TODAY? • 10 Case Study clients in different industries applying the model using our proprietary platform. • 29 clients in the queue for testing scalability in Q3/Q4 2014 • Preparing for large scale public availability of our technology
  • 15. @brentrambo 3 KEY TAKEAWAYS (FOR CLAIR) • One on one direct marketing that’s engaging is the future. • Cater to your audience without creeping them out. • Data can be overwhelming, ensure you have the right data to make the right decisions for your business.