How Hockey Stick Made Accio Go Viral
How Hockey Stick Made Accio Go Viral
Customer
B2B
Accio, an AI agent that automates B2B sourcing and supplier discovery, needed to break through the crowded AI space with limited brand awareness and struggled to demonstrate their autonomous sourcing capabilities in an engaging way.
"Hockey Stick transformed how we communicate Accio's value. They took our complex AI agent and made it instantly understandable through viral content. The tens of millions of impressions weren't just vanity metrics – we saw real business impact with qualified leads discovering our autonomous sourcing capabilities."
— Stephanie Zhao, Head of Marketing, Accio
Key Success Factors
Tens of millions
+
creators activated
significant
company registrations and brand recognition
AI agent demonstrations showing autonomous sourcing in real-time Demo-first approach highlighting hands-off sourcing capabilities Strategic timing leveraging AI trends and business automation topics Creator authenticity maintaining individual voices while showcasing AI agent benefits
Hockey Stick's Strategy
Viral Content Creation
Developed 5+ viral hook concepts focused on "AI agent finds suppliers automatically"
Created 10+ demo videos showcasing the AI agent in action
Transformed complex AI agent capabilities into shareable, relatable content
Creator Partnership Program
Curated and activated 80+ creators across business, tech, and entrepreneurship niches
Provided authentic AI agent access and flexible content guidelines
Coordinated strategic posting schedules for maximum impact
End-to-End Management
Managed complete content creation process from strategy to execution
Developed viral hooks like "Watch this AI agent source 10 suppliers while you sleep"
Created compelling demonstrations of autonomous sourcing workflows
Hockey Stick transformed Accio into a recognized leader in autonomous B2B sourcing through strategic viral marketing. The campaign proved that B2B products can achieve viral success when the product capabilities are demonstrated authentically through creator partnerships.
"Working with Hockey Stick was a masterclass in product marketing.They understood our Al agent's technical capabilities and translated them into compelling stories that resonated with our target audience.The creator partnerships telt authentic because Hockey Stick ensured each creator genuinely understood and believed in our product."
Ziwei Chen - Product Marketing Lead, Accio
