The Orabrush story: How a Utah man used YouTube to build a multi-million dollar business

From time to time, we post about how entrepreneurs have used Google tools to build successful businesses—both on and offline. In this post, you’ll read the story of how a Utah entrepreneur used YouTube to build a market for his tongue cleaner product, the Orabrush. Starting this month, CVS/pharmacy will begin carrying the product in stores across the United States. - Ed.

When Dr. Bob Wagstaff invented the Orabrush tongue cleaner, he tried all the traditional business strategies to sell his product. He invested $40,000 into a TV infomercial, approached retail shops to carry the Orabrush in stores and offered to sell his patent to other oral hygiene companies. None of it worked. The infomercial yielded only 100 orders, and people walked past the product in stores without a second glance.

As a final attempt to get his business off the ground, Dr. Wagstaff took the advice of Jeffrey Harmon, a local college student, and started marketing the tongue cleaners on YouTube. With a $500 budget, they produced and posted their first video introducing the Orabrush and offering the product for purchase online.



The quirky, commercial-style video explained that 90 percent of bad breath comes from bacteria on the tongue—hence the solution, the Orabrush tongue cleaner. Shot in a makeshift studio in the neighborhood pool hall (listen closely and you can hear the balls cracking in the background), the video went viral, rocketing to 16 million views.

Building a brand on YouTube
After the explosive reaction to their first video, Harmon took on the role as Chief Marketing Officer and began creating regular webisodes, introducing new characters like Morgan, the dirty tongue. Harmon then used YouTube video ads to reach more people and grow their fan base. The “Cure Bad Breath” videos built a loyal following, and their YouTube channel grew to nearly 40 million views.

After two years, Orabrush had sold more than a million tongue cleaners to people in 40+ countries. The Orabrush brand became so popular that local pharmacy store managers began contacting Orabrush directly, citing requests from customers who had heard about the brand online. This fall, Walmart began carrying the Orabrush tongue cleaners in its 3,500+ stores across the United States. And this week, CVS/pharmacy has added the Orabrush tongue cleaner to more than 7,000 stores across the country. That’s a lot of tongue cleaners!

These days Orabrush is taking a new approach to drive even more sales in stores. One of the first businesses to use YouTube TrueView video ads, Orabrush has created tailored endings to their videos that direct the viewer to the closest CVS/pharmacy carrying the Orabrush.

Elbow grease and a clever mascot
While Orabrush may have taken an unorthodox approach, their success came from old-fashioned elbow grease, perseverance and a bit of ingenuity.

“YouTube has helped normal people like Dr. Bob and a couple of college kids to take an idea, put it in front of people and get an honest response,” Harmon, now chief marketing officer at Orabrush, told us. “We can now play on the same terms as huge companies—and be successful.”

Hear more about Orabrush’s journey to success in this video:



Posted by Lane Shackleton, Product Manager, YouTube

Greater choice for wireless access point owners

From tagging a post with your location, to checking in to a restaurant, to simply finding out where you are, location-based services have become some of the most popular features of today’s Internet. One of the key ways technology companies are able to determine a location for these services is through a location database, which matches publicly broadcast information about local wireless networks with their approximate geographic location. By looking for wireless access points that are close to a user’s phone, location providers can return the approximate location you need. In addition, this method is a good alternative to other approaches, like GPS, because it’s faster, it works indoors, and it’s more battery-efficient.

The wireless access point information we use in our location database, the Google Location Server, doesn’t identify people. But as first mentioned in September, we can do more to address privacy concerns.

We’re introducing a method that lets you opt out of having your wireless access point included in the Google Location Server. To opt out, visit your access point’s settings and change the wireless network name (or SSID) so that it ends with “_nomap”.  For example, if your SSID is “Network”, you‘d need to change it to “Network_nomap”.

To get started, visit this Help Center article to learn more about the process and to find links with specific instructions on how to change an access point’s SSID for various wireless access point manufacturers.

As we explored different approaches for opting-out access points from the Google Location Server, we found that a method based on wireless network names provides the right balance of simplicity as well as protection against abuse. Specifically, this approach helps protect against others opting out your access point without your permission.

Finally, because other location providers will also be able to observe these opt-outs, we hope that over time the “_nomap” string will be adopted universally. This would help benefit all users by providing everyone with a unified opt-out process regardless of location provider.

Update Nov 21: Edited punctuation to clarify the "_nomap" tag.

Posted by Peter Fleischer, Global Privacy Counsel

(Cross posted on the European Public Policy Blog)

YouTube Space Lab team is coming to your school

How many of you think that your experiment has what it takes to be conducted 250 miles above the earth for the world to see! Well, space is more exciting and accessible for us here more than ever before. YouTube Space Lab with Lenovo, in cooperation with Space Adventures, National Aeronautics and Space Administration (NASA), the European Space Agency (ESA), and the Japan Aerospace Exploration Agency (JAXA) is a new galactic channel on YouTube that will lift off from your laptop, taking you to interesting and awesome videos from around the world... and beyond.

And to make it easier for you to be a part of this exciting project, YouTube Space Lab team will be visiting more than 10,000 Schools across India inviting entries from those who dare to dream big. Check out for more details on your School notice board or watch out for YouTube team as it visits your School.

YouTube Space Lab is an open competition inviting 14 - 18 year olds to come up with an idea for a science experiment that will be carried out by NASA astronauts aboard the International Space Station (ISS), 250 miles into space and live streamed to classrooms and people around the world on YouTube. You don't have to actually do the experiment; you just have to record your self explaining it.

The last date for submitting entries is 7th December 2011. The YouTube community and a panel of distinguished scientists, astronauts and expert judges, including Professor Stephen Hawking, will pick the best ones. If you're crowned global winner, fantastic, the whole world will get to see your idea on YouTube.

We'll also throw in some out-of-this-world prizes for the winners: like ZERO-G flights, Lenovo IdeaPad laptops and your choice of either a trip to Tanegashima Island, Japan, to watch your experiment blast off in a rocket bound for the ISS, or—once you’re 18—a one-of-a-kind astronaut training experience in Star City, Russia, the training center for Russian cosmonauts. For more information on how to enter, including eligibility requirements and experiment guidelines, check out the competition page on the channel or the official rules.

Blast off now and be part of a global experiment where your teacher is an astronaut and your classroom, space!

Posted by Varun Kabra, Marketing Manager, YouTube