AI-generated imageClient Case Study
How Matrix Built an International Digital Presence for Solnua
Bringing world-leading Irish cattle genetics to global export markets with clarity, technical scale, and digital precision.
The Brief
The National Cattle Breeding Centre (NCBC) is Ireland’s leading cattle genetics organisation, jointly owned by farmer-owned co-operatives Munster Bovine and Progressive Genetics. While NCBC has a defining heritage within Irish farming, Solnua was conceived as its dedicated export brand, designed to deliver elite dairy, beef, and dairy-beef genetics to international agricultural producers.
The immediate commercial priority was to establish Solnua as a trusted, high-performance supplier across the UK genetics sector, while setting the digital foundations for expansion into key Spanish-speaking Latin American markets, including Chile and Argentina.
This went far beyond launching a brochure website. Solnua needed a digital presence built from scratch that could communicate a highly technical genomic proposition clearly to commercial farmers, distributors, and breeding organisations, backed by a scalable digital marketing infrastructure.
Project Overview & Strategy
Matrix approached the brief through an integrated export strategy combining custom multilingual WordPress development, targeted SEO, GA4 analytics, content strategy, and internal team enablement. Rather than treating internationalisation as a simple translation exercise, Matrix developed distinct English and Spanish-language content and search strategies. Technical genomic terminologies were localised specifically for agricultural audiences in Latin America, supported by dedicated keyword research to establish organic visibility across Chile and Argentina from day one.
AI-generated imageDigital Marketing & Enablement
To spearhead UK market entry, Matrix developed an organic social media campaign across Facebook and Instagram structured around three core pillars:
Infographics
Translating complex genetic gain, calving ease, and commercial benefits into accessible visual formats.
Practical Tips
Seasonal guidance and operational advice for commercial dairy and beef farmers.
Individual Sire Cards
Spotlighting top bulls with key index metrics, calving parameters, and pedigree genetics.
To ensure sustainable long-term operation, Matrix empowered the internal Solnua team with hands-on social media training and Meta Business Portfolio configuration, transitioning everyday channel management in house while Matrix maintains ongoing international SEO momentum.
Impact & Results
In its first five months, operating entirely without paid ad spend, the new digital platform delivered qualified international traffic and strong audience engagement across core export territories.
AI-generated image
Client Testimonial
“Matrix Internet was instrumental in expanding our digital footprint across the UK and Latin America. They took the time to truly understand cattle genetics, seasonal breeding cycles, and our target audience. From launching our multilingual website and running our first export campaign to guiding and training our team to manage our social media independently, Matrix delivered a well-executed, high-value strategy. We couldn’t recommend them highly enough.”
Director of Strategy, Marketing & Business Development, National Cattle Breeding Centre / Solnua
Building for Continued International Growth
The initial programme established a high-performing digital baseline for Solnua’s international ambitions while building internal agility. Matrix continues to drive international SEO and search performance, with targeted paid social campaigns planned as the next phase of export growth.
Like
what you
see?
contact us
Related case studies
Rentalmatics
How Matrix sharpened Rentalmatics for international growth
- Digital Audit
- Digital Audits
- Export Marketing
AIB Future Sparks
Investing in young people’s futures through the Future Sparks platform
- Consultancy
- GDPR Compliance
- Paid Digital Marketing
- SEO Services
- Technical Support
- UX/UI Design
- Website Development
HRB
Transforming Ireland’s health research portal
- Consultancy
- Content Migration
- Paid Digital Marketing
- SEO Services
- Technical Support
- UX/UI Design
- Website Development
MJ Flood
A new custom brochure website
- Paid Digital Marketing
- SEO Services
- Technical Support
- UX/UI Design
- Website Development
Matt Britton
A new website and digital marketing solution that wiped the floor with the competition
- Ecommerce
- Paid Digital Marketing
- Technical Support
- UX/UI Design
- Website Development
