Squatty Potty saw what the Harmon Brothers did for Poo-Pourri and figured if anyone can make it okay to talk about the colon it was those wild and crazy guys from Utah. Now, in case you’d forgotten, here’s “Girls Don't Poop” which currently has almost 34 million YouTube views. Poo-Pourri came to Harmon Brothers with the objective of turning a poop product into a dinner-table conversation across America:
- The campaign ran from August 2013 to January 2014.
- The video boosted web traffic by 13,000%.
- Poo-Pourri sold out of inventory and created back orders for weeks.
- Poo-Pourri more than doubled its annual revenue run rate.
Okay, so how do you top that? Well, Neal and Jeff Harmon co-founded Orabrush with Dr. Bob Wagstaff. And “Bad Breath Test - How to Tell When Your Breath Stinks” is the video that started it all. This video currently has almost 24 million views on YouTube. And the campaign:
- Is used by Google as a poster child for YouTube advertising.
- Launched Orabrush into Walmart and other major retailers.
- Is taught as a case study in business schools all over the world.
So, it appears that the Harmon Brothers have mastered Smell-O-Vision, a system that released odor during the projection of a film so that the viewer could “smell” what was happening in the movie. Or, in this case, they’ve mastered Smell-O-Video.” Or, since some of the companies they’ve worked with are trying to eliminate smells, maybe they’ve mastered Deodorize-O-Video.
Squatty Potty's New Video Marketing Campaign
Yesterday, the Harmon Brothers launched their new video marketing campaign for the 'Squatty Potty', an innovative product that promotes colon health, with a branded video that has been uploaded to Squatty Potty's own YouTube channel. The Potty has found fame on Shark Tank, the Howard Stern Show, and a huge number of other media properties, but if you haven't heard of it before, then congratulations, here's your very first introduction:
I interviewed Jeffrey Harmon about the new marketing campaign, and how to promote such a unique product:
Greg Jarboe: What is the backstory on the unicorn poop video?
Jeffrey Harmon: Squatty Potty approached us and we were very hesitant. We didn't want to be a knock off of our own Poo-Pourri ad. We turn down at least 50 requests for ads for everyone we entertain. After I had the idea of the unicorn pooping ice-cream cones, I decided to go ahead and give it a shot. It felt like we could make a unique brand that didn't feel like a me-too poop ad.
GJ: You started making videos about bad breath for Orabrush. Then you made videos about toilet spray for Pou Porri. Do I detect a trend here?
JH: I am not sure. We took a break to shoot paintballs for VidAngel and did an anti-commercialism video about Jesus for Christmas last year. All three of the writers on this ad are from Idaho, so maybe that has something to do with it?
GJ: Seriously, do you find funny videos get discovered, watched and shared more than product demos, customer testimonials, and how-to videos?
JH: Yes, but only if you can get it right. Funny videos are higher risk, higher reward.
GJ: Is there any other critical data or trends in the digital video business that keep you up at night?
JH: Deciding how long after we post the video to YouTube, we release it natively to Facebook is a tough question right now.
You can find out more about the video campaign over at the Squatty Potty website.