Agion creates a stink online

Agion and AOR Matter Communications devised the "Stink at Nothing" campaign to let consumers test and review its odor-killing technology and attract new audiences.

Client: Agion Technologies (Wakefield, MA)
Agency: Matter Communications (Newburyport, MA)
Campaign: Stink at Nothing
Duration: January–December 2010
Budget: $30,000 (for the year; doesn't include creative and T-shirts)

Biotech Agion Technologies makes an odor-killing substance that can be applied to textiles. Agion VP of global marketing Cyndy Hunter explains that consumer demand and a ready market needed to be created to generate interest among potential customers, which include sports apparel and uniform manufacturers. Agion and AOR Matter Communications devised the “Stink at Nothing” campaign to let consumers test and review the technology.

Strategy
Athletes and physically active people were targeted to test T-shirts treated on one side with Agion's technology and report their experiences. Stinkatnothing.com was the campaign hub, and Hunter says creating an online consumer community was the key. Contest elements helped spread the word virally. Blogger and media relations and social media outreach drove awareness and attracted participants. And T-shirts were taken to outdoor and apparel trade shows.

Tactics
Consumers applied to test shirts on the website (launched in January). The site also houses their reviews, pictures, videos, and general views on odor. The tester whose review gets the most votes from website visitors will win an adventure trip at the end of this year. Monthly prizes, such as hiking boots, are also given away in drawings.

Blogger and media outreach began after the site launched. Outdoor, sports, apparel, and general consumer bloggers and media were targeted. John McElhenny, Matter Communications VP, says sports clubs, associations, and teams were also targeted.

Facebook and Twitter pages were created. Posts include consumer reviews, participation invitations, and odor facts and statistics. The team also gave away 400 shirts at the Outdoor Retailer trade show on August 2.

Results
Agion's Hunter calls the campaign “successful beyond our wildest dreams.” The website attracted nearly 300,000 visitors and upwards of 70,000 people from more than 130 countries applied to participate. Three thousand received T-shirts and more than 100 reviews were posted. About 600,000 blog and media impressions have been garnered to date in outlets such as Backpacker's "Daily Dirt" blog and AOLNews.com.

“I wanted 10,000 website visitors a month,” Hunter adds. “We're getting more than that every week. I expected to test 3,000 shirts for the entire year. We're doing another run of 3,000 now.”

Hunter notes that the level of global interest was surprising and welcome.

Consumer data gathered is core to sales efforts. Hunter says Agion will announce “major brand” clients in early 2011. “The return on this for helping us to close business will be astronomical,” she says. “It's gone well beyond what we originally imagined.”

Future
The campaign will be extended into June 2011. “Focus will include Europe and rest of the world,” Hunter adds.

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