By: Shante Schroeder

Episode 011: Jeff Harmon and Debunking the YouTube “Viral” Myth

March 5, 2015

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In this episode of 97th Floor Radio, Shante Schroeder speaks with Jeff Harmon of VidAngel and mastermind behind Orabrush and Poo-Pourri video sensations. They discuss his not-so-overnight successes, best insights and the biggest myth related to “viral” campaigns.

You will learn:

1:20 How Jeff got into YouTube by accident.

2:20 All the tactics that didn’t work in launching Orabrush.

3:50 The last option and first steps; ideation, creation, launch and optimization of the video “Bad Breath Test” that took Orabrush from zero sales (online and off) to 19 million views and 33,000 retailers.

7:00 The next project Poo-Pourri (a QVC highest rated product) – first impressions, Jeff’s first product “test”, and what led to his decision to work on what is now the biggest “poo” product on the market.

8:37 Answering the question, “How do you turn a product like Poo-Pourri into a dinner table conversation?”

9:30 The marathon to concept, write, produce, shoot, cast, direct, cut, test and launch the “Girls Don’t Poo” Poo-Pourri video in three weeks.

11:27 The big myth about the Poo-Pourri video and “viral” videos in general.

12:15 The reality of what a campaign really costs, as well as how they can effectively double company revenue.

14:10 What happens when you want to quit.

17:55 Jeff’s expert insights regarding other huge YouTube hits, Dollar Shave Club, HelloFlo, Blendtec, VidAngel and Old Spice commercials.

20:30 How it’s really done; three ways to strategize distribution: paid, partnering, optimizing for search.

23:45 How to be informative and entertaining; Jeff’s number one rule for his creative writers.

25:38 You don’t have to be funny to be relevant and the best thing to do if you don’t have a big budget.

27:30 What students and up-and-coming entrepreneurs and marketers should do to get the right real world experience.

30:40 Ideas are cheap. Execution is the hard part.

33:00 What does Jeff Harmon hope to be remembered for?

Links and Resources Mentioned:

Learn more and connect with Jeff Harmon

Learn more about the Harmon Brothers

Learn more about VidAngel

Plaid Social Labs

Dollar Shave Club

Hello Flo

Blentec “Will it Blend?

The Piano Guys “Largest Nativity Scene

Thank You For Listening!

What’d you think of today’s show? The conversation continues in the comments below. Be sure to leave your insights.

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Written by Shante Schroeder on March 5, 2015

Shante is the Director of Marketing & Communications at 97th Floor.

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