Colgate has teamed up with Ryan Kaji of Ryan ToysReview, an eight-year-old YouTube star and launched a line of mouth-care products.
Instead of running a campaign, Colgate went with the long-form video content that Ryan is famous for.
Ryan posted a video through his channel Ryan ToysReview that depicts the whole process of the collaboration, in the course also marketing the products in an organic way that Ryan’s audience is familiar with.
The video starts with an introduction at Colgate’s facility, then Ryan taking a tour of ‘The Toothbrush factory’ that hosts a collection of toothbrushes some of which are more than 100 years old, he then learns how toothbrush and toothpaste are made and then Ryan designs his own.
Ryan recently rose to fame, since the news of him making $22 Million a year through YouTube had broken. His channel ‘Ryan ToysReview’ has more than 20 million subscribers and almost all his videos get over a million views, some of which even cross tens of millions.
It has already been getting some positive response with people pouring in interest.
This is not the first time Ryan has caught a brand’s eye. He is also getting his own video game, Race With Ryan by Outright Games.