A reporter for the Wall Street Journal found “That’s Revolting!” through Google when hunting for antimicrobial products, and subsequently featured Agion in their weekend edition, delivering over 2 million impressions at no cost, and without any assistance from a PR firm. This is another example of how Captains of Industry’s web content improves search engine visibility organically. Good content is the core of a successful inbound marketing strategy.

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Whatman, a global life sciences leader, came to Captains when they needed an animation to showcase the benefits of their FTA technology used for capturing and storing DNA at room temperature. The resulting animation uses detailed motion graphics and good storytelling to make FTA technology easy to understand.

The Global Cooling machine is the first of four videos that appeared in the online video experience called “That’s Revolting!” starring Florence Henderson. The videos and the website were made for Agion, a maker of antimicrobial coatings used on cell phones and many other products. The videos are genuinely revolting – but with a purpose: to help drive home the idea that disgusting germs are everywhere but people can help protect themselves by using Agion-coated products.

The videos were shot on the original Brady Bunch set that had been in storage since the 1970’s (although we had to rearrange the set pieces for the production). It was a surreal experience, to say the least, being on this set with Florence Henderson. She told us our script was “like the Farrelly brothers on acid.” We thought the Farrelly’s already were on acid, but that’s another story.

A reporter for the Wall Street Journal found “That’s Revolting!” on the web when searching for information on antimicrobial products, and featured the microsite in their weekend edition, delivering over 2 million impressions for the Agion brand – FREE. Agion did not have a PR firm at the time. This shows – again – how good web content drives higher visibility in the search engines.

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Millipore is a global life sciences company. They came to the Captains because they knew that in the age of YouTube they needed a fresh way to engage their customers. The task: create a viral video to help launch their Snap i.d. protein detection system – a nifty device that let’s lab scientists do Western Blots in about half an hour versus 4 hours for the traditional method. Captains created The Blot Race, with anthropomorphic characters in a real track race to the finish. The video is a good example of web content that is both entertaining and informative at the same time. Key benefits of the Snap i.d. are conveyed in the video, but in a way that’s fun and engaging, so it’s more likely to be passed around in the lab scientist community.

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Products that are used to test foods and beverages for contamination are not exactly the talk of the party. You wouldn’t, for example, break the ice by bragging about your ability to detect Listeria on a meat slicer. But for Whatman,  a global manufacturer of lab filtration products, it was very important to get people talking about their new line of microbiology testing products. Here at Captains of Industry we concluded that there were two equally important parts to their marketing challenge: they needed to introduce their new range of products and brand themselves as the world’s leading expert in microbiology.

Captains created a fun and memorable integrated campaign that we titled the Whatman Microbiology Challenge. A combination of email blasts and direct mail postcards invited Whatman’s audience to take an online quiz that tested their knowledge of microbiology testing issues. People who took the quiz were automatically entered to win an MBS I – a machine that performs an automated testing process for micro-contaminants. The Microbiology Challenge proved to be hugely popular among microbiologists, with Whatman experiencing a corresponding jump in sales.

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