“We were talking with Walmart, but then they kind of blacked out on us,” Jeffrey Harmon, Orabrush’s CMO, told ClickZ News. “They stopped returning our emails. For weeks and weeks, they weren’t responding. And we didn’t want the thing to go cold.”

That’s when Harmon bought ads on Facebook’s self-service platform targeting college graduates in Bentonville, AR, where Walmart is headquartered. The ad copy stated that Walmart employees had bad breath.

via How Orabrush’s $28 Facebook Ad Buy Won Over Walmart | ClickZ.