Orabrush social media push paying off

Orabrush has surpassed 35 million views of its YouTube channel and added about 120,000 YouTube subscribers, the company announced.

This news of continued growth on YouTube follows Orabrush's recent announcement that it has closed a $2.5 million funding round from True Ventures and 2X Consumer Products Growth Partners, which will primarily be used to expand the company's retail presence.

Orabrush has sold more than 1 million tongue cleaners through the Internet, and they are currently available in 50 retailers in five countries, with new retail locations expected to increase dramatically during 2011, the company said. Orabrush also claims to have nearly 280,000 Facebook fans.

One strategic aspect of Orabrush's social media strategy initially began six months ago when the company augmented its YouTube videos with a weekly vlog featuring Morgan the Orabrush tongue as a life-sized, down-on-his-luck character. The vlog, "Diary of a Dirty Tongue," currently has 33 videos that have been viewed more than 2 million times, according to the company. Other YouTube celebrities such as Wheezy Waiter and Rhett & Link occasionally appear in the vlog, bringing with them more viewers as they cross-collaborate.

"Wayne Gretzky said, 'A good player goes where the puck is. A great player goes where the puck is going to be,' " said Jeffrey Harmon, chief marketing officer of Orabrush. "In marketing, online video is where the puck is going to be, and we hope our YouTube videos are Gretzky-esque in their approach to marketing."