Predicting A Product Winner Before Shipping A Single Unit
In 2012, Orabrush was considering branching into the pet industry with Orapup, the first tongue cleaner for dogs to help beat bad dog breath without a toothbrush. Orapup was developed in response to consistent requests from Orabrush’s YouTube community and Facebook fans to create a canine version of the company’s popular human tongue cleaner. In true “Reverse Marketing” style, and to gauge interest and validate the product prior to manufacturing, Orabrush launched a crowdfunding campaign on Indiegogo to raise $40,000.
In six short months, Orabrush went from no concept, no awareness and no sales to over $2 million in e-commerce. After successfully funding its Indiegogo project (actually raised $62k), the company continued to accept pre-orders, engage consumers and targeted dog owners through a number of educational and entertaining YouTube videos.
With vigorous variation testing and optimization, Orapup was able to identify its highest converting audience, optimal pricing and preferred messaging before scaling its launch. The reverse Molio model video generated over $750k in “pre-orders” before the mold was made and the product was manufactured. We knew we had a winner!
Bye Bye, Bad Dog Breath—Orapup.com
Underwater Dogs in Slow Motion 1000 fps—Orapup.com
Devinsupertramp: Matrix Puppies! 52 GoPro Cameras With Orapup!
Devinsupertramp: Matrix Puppies – 52 GoPro Cameras, puppies, and girls! BTS with Orapup!
Behind the Scenes
$2.6M Sold in 12 Months
Orapup officially launched with more than 40,000 pre-sold units and became a multi-million dollar brand by the end of 2013.
5% Site Conversion Rate
The campaign delivered a best-in-class sales funnel on Orapup’s website, and these “test” sales over 6 months actually offset development and advertising costs.
Online variations allowed Orapup to complete product development and consumer research in parallel in a real-time, iterative way. Comprehensive testing included 55 variations of a conversion video, 46 different price points, 30 different forms of packaging and even whether the flavoring should be sold in bottles or packets.
23+ Million Views
In just a couple years, the Orapup YouTube channel amassed more views than well-established pet brands Pedigree, Purina and Iams. As of this recap, it remains the most viewed pet brand on YouTube.