How a tongue cleaner for dogs took off online

02/25/2013 | Advertising Age (tiered subscription model)

Orabrush's tongue cleaner for dogs, Orapup, has a YouTube channel with 4 million views. CEO Jeff Davis initially tested Orapup through "crowdfunding" site Indiegogo, raising more than $60,000. The company says it used geo-targeted ads to build online awareness, which is expected to fuel offline sales.

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