Video Marketing Campaign
Belgian phosphate specialist Prayon
ran an innovative, video-based marketing campaign with Food & Nutrition Marketing Services to highlight its products and in-house expertise to Fi Europe 2021 attendees.
Corine Petry, Head of Communications, explains the rationale behind featuring employees in the videos and how disseminating them through several complementary channels boosted the company’s profile.
A SUCCESS STORY
Why did you make videos the centrepiece of
Our aim was to raise Prayon’s profile and to promote our services & expertise
your campaign?
Since the in-person conference of the Fi Europe trade fair was cancelled in 2021, we decided to make our intervention in the form of online videos.
We made videos about two of our product ranges: Carfosel phosphate salts, which give a firm, succulent texture to processed meat, chicken, and frozen seafood; and Kasomel emulsifying salts for cheese and dairy products.
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Average viewing time was 82% for both Carfosel video was watched 1319 times Kasomel video was watched 626 times
Why did you decide to feature Prayon employees in the videos?
It was very important to include testimonials from the teams because we wanted to showcase not only the advantages of our products but also the expertise behind them. If you choose Prayon, our experts work in partnership with you. They are key to Prayon’s success.
We wanted to showcase not only the advantages of our products but also the expertise behind them.
1:43 1:24 1:37
How were the videos produced?
We designed the scenarios ourselves, as we know best our company assets, and what we wanted to highlight. We also did the filming, then gave the footage to Food & Nutrition Marketing Services who edited the videos.
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How were the videos disseminated?
We also used our own channels to send the videos to our customers and to communicate internally with our employees, who are our greatest ambassadors. We posted them on LinkedIn, too.
“Each video was disseminated through a comprehensive marketing campaign consisting of a display banner, a targeted email, a newsletter inclusion, and a social media post.”
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Who were the recipients of the targeted email? The emails were closely targeted to meat, poultry and seafood sectors, and to the cheese and dairy sectors, respectively. 18.7% Open Rate (OR) for eshot 39,406 total impressions from online advertising in Ingredients Network and Fi Global Insights 13.79% Click To Open Rate (CTRO) for eshot “We could make a detailed of recipients by profile and The targeted email certainly us to reach people who our own client
5 email? detailed selection and job function. certainly enabled who were not yet in client database.”
The Kasomel video has been watched more than 625 times, and the Carfosel video more than 1300 times. Viewers watched on average 82% of each of the videos, which is very good.
I believe we did well because it was the first time people had received a message containing a video from us. The video created a certain excitement around the company.
Viewers watched an average 82% of each video
Were you pleased with the results?
The campaign helped to raise our profile and increase awareness of our services, using different channels synergistically.
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What advice would you give a company planning a video-based campaign?
I recommend choosing the product and the target audience carefully, preparing the scenario very well, and making the message short and appealing.
It also really helps to create a human connection. In our videos you can really feel the commitment of the employees. These are the people who will partner with future customers.
“Preparation is everything.“
We are still deciding which products we will use for this year’s campaign. We will be present in person at Fi Europe 2022 so our main message will be, ‘Come and meet us for real this time, so we can discuss and see how to meet your needs and help you design or enhance your products.
We will be present in person at Fi Europe 2022 so our main message will be, ‘Come and meet us for real this time’.
What other marketing products would you consider using in the future?
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Grow your ONLINE presence today Marijn van Reeuwijk Digital Sales Manager +31 (0)6 38 74 35 63 marijn.vanreeuwijk@informa.com Jasiel Hernandez Santos Digital Sales Manager +31 (0)6 43 56 37 87 jasiel.hernandezsantos@informa.com Viviana Cristini Head of Digital Sales +31 (0)6 28 49 99 22 viviana.cristini@informa.com Book a meeting with me Book a meeting with me Book a meeting with me Paul Dunbar Digital Sales Executive +44 2080 520715 paul.dunbar@informa.com Book a meeting with me