Amidst Internet marketing and online video circles, Jeffrey Harmon is getting a lot of attention. Harmon was Chief Marketing Officer at Orabrush, Inc. The Orabrush system has already given millions a new lease on fighting bad breath. Harmon put the company on the viral map as the major influence behind a hugely successful YouTube marketing strategy. Orabrush became a global sensation and producer of the world’s best tongue cleaner.
Since his Orabrush success, Harmon has moved on to what could be viewed as a bizarre, if exciting, new adventure. He’s joined Poo~Pourri Toilet Deordorizers, manufacturers of an award winning bathroom deordorizer. It didn’t take the always tongue-in-cheek Harmon long to hit the viral circuit again with a video as entertaining and engaging as his last one.
Girls Don’t Poop features a beautiful, impeccably British woman sitting on a toilet. She reveals, “You would believe the mother lode I just dropped … and that’s how I like to keep it.”
People may love cats playing piano, but apparently potty humor still has its place in our hearts. Since its debut in September, it has already gotten over five million views on YouTube, an impressive 231,800 shares on Facebook, Twitter and various blogs, and generated thousands of product sales. All in less than a week.
Jeffrey hooked up with brother Daniel and writer/director Joel Ackerman. This is the same team that developed the Orabrush marketing campaign. That’s 40 million YouTube hits and millions of dollars in sales for the company.
Meeting up in Utah, Poo~Pourri executives and Harmon’s team went to work. They developed, wrote, produced, tested and launched Girls Don’t Poop in under three weeks. Originally titled The Secret to Odorless Pooping in Public, the video breaks down the tech behind Poo~Pourri, the Before-You-Go Toilet Spray. A blend of oils and other natural ingredients that, after sprayed into a bowl, creates a surface barrier on the water that keeps smells in its porcelain prison, away from sensitive nostrils of all kinds.
Delivering Brit on a toilet like no other, actress Bethany Woodruff is actually from Scotland. She’s currently a BYU student. For her craft, Woodruff sat on that toilet for two days. The shoot also required Woodruff spend a little time sitting in cow manure and freezing at 8,000 feet atop a mountain meadow at five in the morning.
Creator and owner of Poo~Pourri, Suzy Batiz, says the product’s inspiration came from sharing a bathroom with her husband and two sons. With a background in essential oils, she spent a year developing, testing and retesting the formula intended to stop stench.
It was the fact that the product actually worked that brought the Harmon brothers and Ackerman on board. Harmon attests that since using Poo~Pourri closed bathroom doors are a thing of the past, opening up more communication with the world outside as he … sits.
Video content creators and Internet marketers have taken note of Girls Don’t Poop and how it utilizes everything that good online video requires. The content is compelling, unique and informative, but most importantly, it’s entertaining in a clever way. With billions of videos viewed on a daily basis, getting lost in the pasture is pretty easy. Regardless of how silly a video can end up, the approach has to be professional with an understanding of the fundamentals for making quality advertisements.
Girls Don’t Poop also utilizes advertising’s golden rule. Hook the viewer quickly! Watch the video again. Viewers are caught up in the story almost immediately and that keeps them watching through the entire clip. On top of that, the metadata includes a phrase designed for optimal engine searches. It was carefully developed to be SEO rich. Add to that the thumbnail. It’s eye-catching to say the least. And it’s been optimized so that the image is crisp and pops regardless of viewing size.
The Harmon brothers cleverly used two of the most powerful Internet tools to promote the video: social media and blog outreach. Girls Don’t Poop was shared over 200,000 times on Facebook and over 3,000 time on Twitter in a single day! It’s smart networking like this that separates the online success stories from the guys waiting their turn.
Last, and definitely most important, the video includes a very specific call to action. There’s a direct annotation near the end that encourages the viewer to visit PooPouri.com. This is a great move. Studies have shown that of all media on the Internet, a video is most likely to get someone to act. i.e., visit a website, share or like, or make a purchase.
The fact is Girls Don’t Poop – however you chose to categorize it – is a well conceived project that went from idea to completion and beyond with every step of marketing strategy implemented with precision. If there’s any doubt, one only needs to look at the results. Sales for Poo~Pourri Toilet Deordorizers with its “Unconditional Stink-Free Guarantee” have shot up since the video release. It has a 4.8 out of 5 rating on Amazon. Harmon’s video for Orabrush put a million dollars in that company’s bank within a year.
If we’re lucky, Harmon will decide to teach a webinar on harnessing the power of video and online marketing. Even the savvy would be reaching for the clicker to sign up as Harmon has proven to be adept at both, giving marketing strategists across the web something to think about.