Digiday – The YouTube Whisperer to Brands: You’re Doing It Wrong
By Haniya Rae
January 31, 2014
Joel Ackerman, the recently appointed creative director at toothbrush company Orabrush, thinks most brands don’t get YouTube. He ought to know something on the subject. Ackerman has driven more than 50 million combined YouTube views for the brand’s channel, and some of his videos — like Orabrush’s “Bad Breath Test: How to Tell When Your Breath Stinks” — have reached more than 18 million views alone.
Digiday caught up with Ackerman to hear how Orabrush’s creative team works its YouTube magic, what brands are missing on the platform, and how brands should reframe their thinking around the platform.
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