Best practices for a successful Digital Marketing Campaign
Cosun Protein, a new business unit within the Royal Cosun Group, entered the digital marketing space in the lead up to Fi Europe 2022 to increase awareness and exposure of its first plant-based protein, Tendra, which was formally launched at the event.
In this Success Story, Hanna Heijnen, Marketing & Communication Specialist, discusses the goals, the digital products they chose, and the impact of their digital marketing campaign.
What were the aims of your recent marketing campaign?
“We requested for the article to be written by the Editors at Fi Global Insights as we felt a professionally written article about our product, with a good summary and benefits, attracts the right audience and the team would be familiar with best practices to target and reach our audience.”
“The aim of our marketing campaign was to gain greater brand exposure and awareness for both our company and product, Tendra® Fava Bean Protein Isolate. Since Cosun Protein is recently set up (in 2022), it was important for us that companies and product developers know who we are and where they can find us when interested in plant-based proteins.”
Which digital products did you choose and why?
What was the benefit of using several tools within the same campaign?
Custom Article
“First up was a Custom Article that launched in October (two months prior to Fi Europe 22). We requested for the article to be written by the Editors at Fi Global Insights as we felt a professionally written article about our product, with a good summary and benefits, attracts the right audience and the team would be familiar with best practices to target and reach our audience.
“We chose to have it featured on Fi Global Insights; a website renowned for offering insightful analysis about the latest ingredient innovations. This tied in perfectly with the launch of our new product. Besides this, the website has a substantial number of visitors each month – over 15,000.”
“We chose several digital products and even formed a plan to use some of them in combination with each other, as this would collectively help us introduce our new product, optimise the exposure, and boost our presence at Fi Europe 2022.”
Retargeting Campaign Branded Email Display Banner Ad
“After this, we ran a month-long Retargeting campaign in November. Our goal was to build on the momentum generated by the Custom Article and reach buyers who were actively searching for ingredients online. Retargeting proved highly effective in this regard as it uses cookies to track visitors of a specific website (Fi Europe in our case) and then serves ads to those same visitors after they leave to browse other recognised websites and apps. We utilised our banners to direct our targeted audience to our company’s website.”
“In the same month, we introduced our Targeted Custom Branded Email. This dedicated email promoting our Custom Article was sent to a highly targeted audience that we selected from the food ingredient buyers database of over 310,000 ingredients professionals. We segmented our audience by factors such as product, industry, job function, and location. Overall, this marketing tool is invaluable for reaching your target audience, as it enables you to share your information with precision and effectiveness.”
“Then, towards the end of November, we ran a Display Advertisement banner on Ingredients Network as a costeffective way to reach a large relevant audience.
“Finally, concluding our campaign, we ran a top banner in the Ingredients Network Newsletter with the purpose of boosting brand awareness. The newsletter is not only a respected source of information in the industry, but another reason we chose it is because it has over 83,000 subscribers.”
Did the Custom Article written by our editorial team for the launch of your new product deliver as intended, and what impact did it have on your launch?
Custom Article gained the most awareness and gave a good boost to the launch of our new product.”
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“During this time, several prospects contacted the Cosun Protein team directly, mentioning that they read the Custom Article which they received directly in their inbox. This was also due to the reason that we selected a Targeted Custom Branded Email to additionally promote our Custom Article.”
445 Total Page Views
321 Unique Visitors
04:33 Average Read Time
Could you describe the effectiveness of using Retargeting to enhance your brand’s visibility?
“Retargeting is an incredibly effective tool for brand exposure and for brand awareness as it showed our ads only to the specific audience we were trying to reach. With this in mind, we ran our retargeting campaign ran from November 1 to December 1, and it outperformed on various key performance indicators (KPIs). As an example, our click-through-rate (CTR) was well-above the industry average, and the total number of impressions delivered was over 100,400.“
100,438 Total Impressions Delivered
317 Total Clicks
245 Unique Clicks
0.32% Click Through Rate (CTR)
13,276 Reach
“Retargeting is an incredibly effective tool for brand exposure and for brand awareness as it showed our ads only to the specific audience we were trying to reach.”
Can you elaborate on the impact your pre-event marketing campaign had on your presence and on the promotion of your new product at Fi Europe 2022?
“The fact that visitors have consistently seen our banners, logo, or article across the various digital marketing products we selected in advance, increases the chance of them putting us on their ‘exhibitor to see’ list for the event.”
“We had a highly successful Fi Europe 2022 event with many visitors to our booth, and I believe the overall campaign partially supported this.”
How did you measure the impact of your campaign and which product was your most successful investment?
“We’re looking to measure the impact of our campaigns over time. I think this year will be more impactful because we can see what last year did and what did this year does. Nevertheless, we gained much interest and had a very successful show at Fi Europe 2022, which in the end was our goal!
“Regarding our most successful investment, I think an email campaign always works well because it’s a direct way to communicate. I think the article is good too because it promotes more specific content.”
Can you share your experience working with the Food & Nutrition Marketing Services team?
“The team is very pleasant, they have an open and flexible way of working and we’re glad that they can support on various topics.“
What advice would you give to another company that is considering a digital marketing campaign with Food & Nutrition Marketing Services?
“Talk with the team and share what your aim is and what you would like to achieve in your event or marketing plan. Based on your discussion, they can make a proposal and you can choose your customised package to achieve your goals.“
“You can choose your customised package to achieve your goals.”
Need help to define your strategy?
Choosing the right product that fits exactly with what you’re looking to achieve can be overwhelming, given the variety of options. And that’s what I’m here to help with. Book a 15-minute meeting with me to discuss current challenges, your business strategy and future plans, and what works best for you.
