Long before Dollar Shave Club, Orabrush provided a masterclass in viral marketing on YouTube. In 2009, the company behind its titular tongue cleaner gave viewers a “Bad Breath Test” that has since drawn more than 19.6 million views.
Now, the Orabrush team wants to share its secrets with other brands. A group of its executives have launched Molio, a startup that will offer marketing solutions on YouTube, and the new venture has raised $3 million in Series A funding led by Greycroft Partners.
Molio is led by Jeff Davis and Brent Rambo. Davis, who is Orabrush’s CEO, has been with the company from the start, while Rambo, a former Sony Online Entertainment exec, was brought on as Orabrush’s CTO in 2014. Together, Davis, Rambo, and the rest of the Molio team plan to partner with brands and help them optimize their advertising campaigns on YouTube.
How exactly will Molio accomplish that goal? If Orabrush’s previous work is any indication, the YouTube community will be centrally involved in the new startup’s plan. After Orabrush went viral, it engaged with YouTubers by serving as a sponsor for the first VidCon and enlisting the likes of Toby Turner, iJustine, and Rhett & Link for branded videos.
The Orabrush channel has been quiet for a few years now, but the company has continued its work online. Without a doubt, the strategies the company used to get big on YouTube are still relevant today, and through Molio, Orabrush will continue to apply its ideas.