A Category Gone to Smell
99.9% of hunters reek. That’s fine, unless you’re on the trail of a crafty animal with a keen sense of smell. No wonder store shelves buckle under the weight of an array of scent elimination products with bombastic claims. If it stinks, reeks, fumes or festers there’s a secret formula to magically obliterate it. To gain a stronger foothold in this kill-or-be-killed category, Primos Hunting asked Mad Genius to help launch Control Freak.
To view all the commercials created for this campaign, you can view them on our (totally awesome) YouTube Channel.
Sniffing Out The Competition
For decades, Primos has built its brand name on the foundations of truth, craftsmanship and innovation, always giving hunters well-made, field-tested products they can depend on. Coming a little late to such a clogged category put Primos at a disadvantage: hunters already had products they liked and saw no reason to switch. A bold move had to be made. Mad Genius recommended that Control Freak change the conversation in the category by calling out rarely-questioned competitor claims through “Truths That Don’t Stink” in Social, Print, Web and TV.
Success Never Stinks
Bolstered by TV spots and print ads, the Control Freak campaign kicked off with the “Winning Never Stinks” Giveaway on Primos’ Facebook page. This Like-gated promotion drove hunters to a product landing page and videos on YouTube. The success of the promotion convinced Primos to do another Facebook promotion in the Fall. By the end of the campaign, Primos added 72,000 Facebook fans directly attributed to the campaign, held respectable market share and gained a solid foothold to build on with leading retailers.