SIAL Canada

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.

Attendees
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Exhibitors
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Participant countries
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Exhibitor countries
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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.​ 

SIAL on the Go

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

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