May 15-17, 2024
SIAL Canada
1,323
Social shares
38.5%
Conversion rate
30x ROI
Industry: B2B food industry
CASE STUDY
Snöball boosts agri-food visitors sign-ups by 29.9% at SIAL Canada 2024
May 15-17, 2024
Event Overview
SIAL Canada Inspire Food Business, held from May 15 to 17, 2024, at the Palais des Congrès in Montreal is recognized as North America’s largest food innovation trade show.
This annual event serves as a key platform for the agri-food industry, facilitating connections between producers, buyers, and industry professionals from Canada and around the world.
At the 21st edition of the show, SIAL Canada leveraged Snöball’s peer-to-peer marketing solutions to successfully mobilize a vast network of advocates, significantly enhancing event visibility and participation.
How we
did it
Initiated multiple touchpoint campaigns to focus on mobilizing attendees, exhibitors, speakers, jury and award nominees.
Early engagement
Starting campaigns 8 weeks before the event allowed for multiple touchpoints and building momentum.
Segmented approach
Tailored campaigns for different stakeholder groups maximized relevance and engagement.
Strong advocate adoption
High campaign email open rates and social sharing metrics
Awards as attendee aquisition strategy
Snöball empowered judges and nominees to act as event ambassadors, using the award campaign to drive event awareness and ticket sales.
Serving bilingual audience
The Snöball campaigns were run in both English and French to optimize communication across a diverse audience.
Snö on the ground
Premiered a new Snöball activation that enabled social amplification from the show floor to the world.
Visitors as advocates
Meet Gail, food professional!
She just signed up to attend SIAL Canada.
A bilingual Snöball share widget pops up from where she excitedly starts inviting fellow foodies to savor the show.
Mobilizing
experts
Meet Jo-Ann, President at Nourish Food Marketing
She’s set to speak at SIAL Canada. Jo-Ann invites her connections and adds 133 more visitors to SIAL Canada.
Mobilizing
Exhibitors
Meet Jean-François, exhibitor at SIAL Canada!
He shares his upcoming presence by sharing his company’s branded promotion to their LinkedIn company page, then reposts it to his personal account for maximum exposure.
Just like his fellow exhibitors, they all got a unique promo code to offer their clients.
Awards as a draw
Mobilizing judges and award nominees
Meet Geneviève, judge!
She is set to judge at SIAL Canada.
With Snöball’s customized toolkit, Geneviève flavors her feed with award-day teasers to pull her network onto the show floor.
Snö on the ground
SIAL Canada premiered a new Snöball activation that enabled social amplification from the show floor to the world.
Peer-to-peer marketing campaign performance
Snöball’s peer-to-peer marketing solutions yielded impressive results for SIAL Canada 2024. Here are some highlights:
1,323
social shares – led by email at 32.3% and followed by LinkedIn (19.8%) and WhatsApp (18.4%)
38.5%
Of the 6,772 referrals made, 2607 visitors purchased a ticket
73%
Speakers’ adoption rate followed by attendees (50.4%) and exhibitors (44.4%)
60,770
Advocate landing page views
CLIENTS LOVE US. WE DO TO
The Snöball service has a huge impact on creating buzz and that was supported by the number of referrals generated. All the referrals could be accurately traced and we now have a clear understanding of who our ambassadors are, referees, etc.
Top platform, top service - highly recommend them.
Tony MelisCEO | SIAL Canada
