Prolactal Success Story - Smartcore

How Prolactal elevated visibility at Fi Europe with Smartcore’s smarter solutions

Prolactal, a prominent producer and distributer of milk and whey derivatives created from organic cow, goat, sheep, GMO-free and lactose-free milk, partnered with us at Smartcore to run a smarter digital marketing campaign leading up to Fi Europe 2023.

In this Success Story, Shan Mahmood, Product Marketing Manager, delves into their strategy to enhance brand awareness and visibility of their new products at the event.

What were the goals of your pre-event marketing campaign?

“So, when we were planning our presence at Fi Europe 2023, one of our goals was to boost awareness around new products that we were busy developing in the year leading up to the event. Pushing news out about this on all available channels was our goal, and we considered this marketing campaign an opportunity to be one of the touchpoints to promote Prolactal products. This was our motivator. We had an idea of what we wanted to push out and we made it happen exactly as we planned – which was messaging that we launched new goat dairy ingredients.”

What made you choose the ‘High Reach’ Event Package?

“The package included Targeted Ads and a Sponsored Article – two effective digital products. Our Targeted Ads campaign ran for a month leading up to Fi Europe 2023, with the main goal of globally sharing our news about our event participation, because we were expecting many visitors. We felt that there would be more visitors from China as well – a new audience we wanted to reach, apart from our regular one, together with South Korea and wider Asia. Without the COVID influence, more people would be coming to join this Fi Europe and we wanted to reach them, remind them about Prolactal, and share what we were doing. We wanted to show our growth beyond one application, something we started through Fi Europe. Our banners were updated too, not just giving the impression of infant nutrition, but also sports nutrition. We also had an image of Austria and confectionery to share the message that we are not just associated with infant nutrition.

“We received a post-campaign report which showed the total clicks on our ads, our reach, and click-through-rates, everything, but for me, that is a secondary way of measuring. Because, yes, many people can click it, but it’s also about image building and the impression we create of our brand. These were our main goals and I think we reached them; we were satisfied.

“When it came to our Sponsored Article, which was promoted on the Ingredients Network newsletter, we shared information about our new ingredients. We also established a connection with our presence at Fi Europe 2023 and invited readers to visit us at our booth. It was an opportunity for us to put our profile forward as exhibitors at the event. It was a top-down strategy, where we increased awareness and then filtered this audience into potential and existing customers who are informed about us and recalled us when they saw us in-person at Fi Europe 2023.

“I see it as beneficial to use Targeted Ads in combination with other types of digital solutions as well because before our campaign went live, I saw how it would work on the website. Your team explained to me where it would be and what it would be like. That helped me understand how visitors to these websites would see it.”

How did the use of Targeted Ads help to enhance your brand’s visibility?

“...with digital, it’s so precise and targeted, we can target those relevant buyers we’re trying to reach.”

“I’m certain our ads helped boost brand visibility. It was a newer, more modern, and digitalised approach for us because until last year, our marketing was a bit different and focused on one application, namely infant nutrition.

“Previously we would also have ads in local magazines in specific markets, for instance France or China, but we stopped. And now we have been using digital to reach more prospects and customers, perhaps even the same ones but in a better way because with digital, it’s so precise and targeted, we can target those relevant buyers we’re trying to reach.”

50,149 Total Impressions Delivered

Targeted Ads performance

7,138 Reach

Could you share the value of having your article featured in the Ingredients Network newsletter?

“The best is when you get external feedback that someone has read it or seen it. Even internally, at our mother company, it reached them, and they also informed us that it was a good one.”

“The visibility achieved from the article, which served as a means for us to convey our message and was then carried in the newsletter, exceeded expectations. At least I would keep it this way. We even secured over 110 clicks on our article. The best is when you get external feedback that someone has read it or seen it. Even internally, at our mother company, it reached them, and they also informed us that it was a good one.”

What impact did your pre-show marketing have on your presence at Fi Europe 2023?

“It’s difficult to say, given that it’s a three-day event. But if I measure it, the analytics that we saw were above average or at least in the range of average, and I think this did have an impact on our presence at the event. When I check the numbers on our post-campaign report, and if I imagine that even 10% of those have turned to us, that they know Prolactal and what we’re doing, that’s already a win for us.”

What would you say were the benefits of boosting your visibility at Fi Europe 2023?

“The benefits included the chance to remind existing consumers about us and reach new customers with our news. It was also an opportunity to highlight our exhibiting presence at the event, boost our brand visibility, and stand out.”

“I think there are two ways to see the benefits here. First, internally, you are motivated to keep doing what you’re doing. Yes, you have a deadline to meet – I remember that August was our deadline because the campaign was going live in September – and that contributed to an internal drive to keep pushing forward to reach it. And that too towards an event such as Fi Europe, the biggest one we consider in our industry, at least for our business. So having a deadline to meet with regards to marketing, I saw a big benefit here.

“Externally, the benefits included the chance to remind existing consumers about us and reach new customers with our news. It was also an opportunity to highlight our exhibiting presence at the event, boost our brand visibility, and stand out. Specifically, within our industry among other leaders and partners, we also wanted to share our latest innovations and enhance our visibility. This gave us the opportunity to do so.”

Can you share your experience working with the Smartcore team?

“The team is extremely helpful. I remember, specifically with regards to getting our campaign live, they kept sending us reminders, and this helped us stay on track. They did everything they could to help and support us. The entire process was smooth, no difficulties faced, and we were supported with all our questions.”

What advice would you give to another company considering an Event Package?

“I would say it’s a helpful digital campaign to get your message out to a global audience. It’s worth it; the return on investment for brand visibility itself is a good opportunity. Especially because everyone is looking forward to Fi Europe the full year, and so it helped us get in front of this relevant audience.”

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What does your digital marketing strategy look like this year? As the best-in-class B2B food and nutrition marketing solutions partner with unrivalled expertise in your prospects, we can help you reach your buyers and drive business growth. Our smarter digital campaigns are designed to deliver greater returns on your investment and time. Are you ready for real results this year?

Viviana Cristini Head of Digital Sales +31 (0)6 28 49 99 22 viviana.cristini@informa.com Book your online 30-minute demo with