By Sahil Patel
Orabrush has made a name for itself for being one of the first brands to “solve” YouTube marketing with viral hits that helped launch a previously-unknown tongue cleaner. Now the company wants to help other brands get better on YouTube.
Orabrush is spinning off its in-house agency with $3 million in Series A funding led by Greycroft Partners, with additional contribution from True Ventures, Subtraction Capital, Advancit Capital, and Peak Ventures. The new marketing technology startup, called Molio, will focus on helping brands create, iterate, and place their content on YouTube.
At the heart of Molio’s offering is a “reverse marketing” model, which uses digital advertising to perfect a retail launch strategy for a product.
“Traditional models start with an idea/concept, build a prototype, run expensive market research, and once success criteria is met, the product is sold into retail and the marketing kicks in to create demand,” says Molio CEO Jeff Davis. “Molio begins with digital and video, then amplifies with traditional outlets like retail. It can essentially predict with high probability the potential success of a product online and offline by creating high levels of global awareness with video marketing that delivers real online purchases, feedback (via comments), and sustained engagement.”
Orabrush was able to create a bunch of viral videos for its eponymous tongue cleaner, and its Orapup product for dogs, but that model is not sustainable, according to Davis. Molio automates all of the processes currently done manually, such as video optimization and YouTube ad buys.
That said, Molio is a full service. It will also provide creative services to clients, including writing, producing, and editing videos, as well as tweaking existing ads to customize them for the YouTube platform. Molio’s software can create multiple variations of the same video, with different elements targeted to different audiences. Via A/B testing, these videos will then be tested on YouTube to gain insights on what will and will not work. And then Molio will execute targeted, programmatic ad buys.
With the public launch, Molio is also announcing 10 brand partners on board with its services, including Wilson Golf Duo, Poo~Pourri, Strider Sports International, and MileIQ.