|[January 22, 2014]
Orabrush, Inc. Appoints Nationally Renowned Video Marketing Expert Joel Ackerman as Creative Director
OREM, Utah --(Business Wire)--
Orabrush, Inc. today announced the appointment of Joel Ackerman, YouTube (News - Alert)
advertising hitmaker and social media strategist, as creative director.
In this newly created position, Ackerman will oversee creative strategy
for the company's bad breath brands - Orabrush and Orapup - and lead
Orabrush's creative team to produce engaging content on YouTube for
An original member of Orabrush's creative team, Ackerman's writing and
directing propelled the company's YouTube channels to more than 50
million combined views. Prior to his appointment, Ackerman relocated to
Los Angeles to write for film and television, and wrote and directed the
viral sensation, "Girls
Don't Poop," a YouTube advertisement for the company Poo-Pourri.
"Joel is a unique and talented artist who knows the zeitgeist of
YouTube," said Jeff Davis, CEO of Orabrush. "Content creation is a
critical component of our reverse marketing model (RMM), and Joel's
knack for developing and writing content that not only entertains, but
converts to action, is second to none. As we grow and expand our video
marketing model to build brands for others, we are confident in our
ability to lead in content creation under Joel's creative direction."
Over the course of his career, Ackerman's videos have driven millions in
sales and been featured in The New York Times, ABC's "Nightline," The
Wall Street Journal, TechCrunch, Advertising Age (News - Alert) and many
more. At Orabrush, Ackerman has written and directed more than 100
"Bad Breath Test - How
to Tell When Your Breath Stinks" - Made on a shoestring
budget, the original Orabrush video has garnered more than 18 million
views and catapulted Orabrush into a successful e-commerce business.
The video drove demand from dozens of international retailers, which
contacted Orabrush requesting to carry the company's tongue cleaner.
As one of the first consumer products to exclusively use YouTube
advertising to build its brand, Orabrush has been cited as a marketing
case study by experts worldwide, and today is distributed in 25
countries and more than 30,000 retail stores.
the Movie-Official Trailer" - Spoofing The Social
Network, this video dramatizes Orabrush's origin story and has
amassed nearly 2 million views. It was selected as an official honoree
of the 2012 Webby Awards, the leading international award honoring
excellence on the Internet.
of a Dirty Tongue - The company's web series featuring Morgan
the Orabrush Tongue ran for a year and a half and helped Orabrush
build up a sizable base of subscribers. During this time, Orabrush
became the third most subscribed sponsor channel on YouTube, behind
only Old Spice and Apple (News - Alert).
"I am beyond excited to come home to Orabrush," said Ackerman. "In my
experience, online video can be the most effective marketing medium for
any brand, and I look forward to collaborating with our creative team to
boost Orabrush's brand voice online and reapply our success to other
Ackerman's professional background also includes developing Red Bull's
first web series, Exit Vine, and writing and producing two ads for
Binaca breath spray. He has also collaborated with popular YouTube
personalities, including Rhett & Link, Toby Turner and Wheezy Waiter. In
addition to his comedic chops, Ackerman was recognized as Mr. BYU at the
Provo, Utah-based university, where he graduated with a B.A. in Media
Orabrush, Inc. is an online video marketing brand builder. The company
leverages expertise in YouTube content creation, optimization and
advertising to commercialize innovative products. Using its "reverse
marketing model" with YouTube, the company has delivered unprecedented
results in awareness and conversion driving online to offline sales with
its line of oral care products (www.orabrush.com),
including the Orabrush tongue cleaner; the Orabrush tongue foam powered
by Orazyme; and the Orapup dog breath brush (www.orapup.com).
Backed by True Ventures and 2x Consumer Product Growth Partners,
Orabrush's products are sold in 25 countries, 75 retailers and more than
30,000 retail stores globally.
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