Raising the Profi Profile

Profi arose out of a market need for a better-tasting, complete, plant-based protein powder to support healthy, active vegan lifestyles. The company launched with a growing line of superior quality products serving both the values and nutritional requirements of people in the vegan community. The products got rave reviews out of the gate but, as a start-up, Profi needed to drive greater awareness and sales.

Our Engagement

The Challenge

Profi initially gained some exposure through ad hoc activities that included engaging ambassadors and influencers, participating in events, and launching a dedicated website. But they weren’t sure whether each of these activities was yielding the best results possible. Anamorphiq was challenged to develop a program to help Profi gain insight into digital channel performance and support current marketing efforts while also revealing new opportunities to make the most of Profi’s agile marketing team. Despite having some success on digital marketing channels, Profi had limited visibility into their audiences and interests. To maximize on budgets and current marketing efforts, Anamorphiq was tasked with designing a campaign around Profi’s presence at VegFest, a popular vegan food event held in Toronto each summer.

The Objective

With a focus on Profi’s attendance at VegFest, our goals included:

Establishing a presence for Profi

Driving awareness about Profi’s attendance at the event

Generating qualified retailer and ambassador leads for the sales team

The Approach

While the VegFest event was held in person, our work was digital-first – and had a long-term view in mind. We set out to give Profi the tools they needed to be successful at the event, and in future efforts.

First, Anamorphiq developed a series of marketing personae customized to Profi. With the audiences clearly established, we then built an event landing page to tell the Profi story and drive opportunities for sales. We also created a series of social media ads based on the interests and behaviours of the various audience segments.

This approach gave Profi a clear and specific set of digital assets to review and measure, to ensure that their marketing efforts were doing the job they needed to do.

The Results

The weekend campaign reached more than 37,000 people in the Toronto-area vegan community and generated 168 qualified leads to the campaign landing page. These were highly successful outcomes for this start-up but the benefits went further than that: by creating a highly targeted and customized digital marketing campaign, we were able to give Profi a foundation on which to build future efforts that would be measurable and deliver good return on investment.

Tagged Brand + Creative, Digital Marketing, Marketing, Social Media Marketing, Website Development