How Good News and Prepr built a data-driven platform to boost lead generation for Spoony

The question that Spoony brought to Good News was clear:

“On one side, we have Madaga.nl and Spoony.nl. They will become Spoony, with a new look and feel, and we need to serve many different target audiences. How would you solve that?”

Spoony primarily operates in the B2B space, targeting daycare centers and after-school programs. Within these organizations, three different roles—directors, procurement officers, and childcare workers—need to be convinced of Spoony’s value, each with their own concerns and decision-making processes.

Beyond the B2B audience, Spoony also has long-term ambitions to reach parents and children directly, adding two more audience segments to the equation, bringing the total to five groups to target and further complicating their content strategy.

On top of that, Spoony’s existing platforms were struggling with performance and efficiency.

Built on WordPress, their websites faced security vulnerabilities, accessibility issues, and slow content management workflows that required constant agency involvement.

The lack of personalization made it difficult to tailor content to different user needs, while SEO weaknesses—particularly on Spoony.nl, which had low search authority and poor mobile responsiveness—hindered organic growth. As a result, their ability to generate and convert leads was severely restricted.

Spoony is a Dutch food startup dedicated to making healthy eating fun for children. They aim to inspire kids to enjoy vegetables from an early age by providing engaging meals and educational content.

To strengthen their digital presence, Spoony needed to merge two existing platforms, Madaga.nl and Spoony.nl, into one unified website. The challenge was creating a platform that could serve multiple audiences—daycare centers, after-school programs, and parents—while improving lead generation and content management.

To achieve this, Spoony partnered with Good News to develop a scalable, future-proof solution using Prepr, a headless CMS built for lead-generation websites, enabling personalized content delivery and data-driven engagement.

Spoony and Good News build their collaboration on strong communication and a shared vision.

From day one, Good News guides Spoony through every step of the process, from strategy to implementation, ensuring a smooth transition to Prepr. By working closely together, both teams master the platform quickly, speeding up the launch. The partnership with branding agency Gardeners and digital team Weekend brings Spoony’s identity to life, while the integration with ActiveCampaign enables better audience segmentation, setting the stage for even more personalized content experiences in the future.

The new Prepr-powered platform delivered immediate results for Spoony.

The most notable outcome was a significant boost in lead generation. With the ability to segment audiences into five distinct groups, Spoony could now provide tailored content that resonated more deeply with each audience, increasing engagement and driving more conversions. By using data-driven strategies to personalize user experiences, Spoony saw improved engagement rates and higher-quality leads flowing through their platform.

Spoony also saw a major boost in efficiency with content management. Previously, keeping content updated required frequent help from an external agency. With Prepr, the process became much simpler. The platform’s flexible, easy-to-use CMS allowed Spoony to manage everything from one unified system, saving time on manual tasks.

Spoony found Prepr’s intuitive interface and modern design made it easier to manage content and engage visitors. With a smoother user journey, Spoony could keep users engaged and guide them through the site more effectively, helping achieve their business goals.

With Prepr, Spoony now has the flexibility, efficiency, and personalization they needed to scale their operations and continue driving lead generation.

To overcome these challenges, Good News implemented Prepr, a headless CMS platform tailored for data-driven engagement. Prepr’s advanced capabilities in audience segmentation, dynamic content personalization, and real-time analytics offers Spoony the flexibility they needed to provide highly relevant content to their distinct audience groups, improving both engagement and conversions.

The solution centers around creating a future-proof, conversion-focused platform that aligns with Spoony’s brand and mission. Prepr allows Spoony to efficiently manage content across multiple sites, ensuring scalability as their audience continued to grow. The new platform features a modern, playful design that reflects the brand’s identity while also offering a user-friendly experience for visitors.

A major advantage of Prepr is its ability to serve tailored content based on user behavior and preferences. This makes it easier for Spoony to engage their five different target audiences with relevant messaging.

In addition to personalization, Prepr also simplifies content creation, with built-in A/B testing to optimize messaging, ensuring that content remains effective and relevant. SEO and performance are improved through better metadata and technical updates, increasing search rankings and loading speeds. These improvements help to increase organic traffic, contributing to more lead-generation opportunities.

With Good News and Prepr CMS continuing to work together, they ensure that Spoony.nl remains a high-performing, conversion-optimized platform. Through quarterly strategy sessions, the teams focus on refining segmentation, personalization, and content performance, allowing Spoony to further tailor their content and boost lead-generation efforts. By leveraging tools like A/B testing, Spoony experiments with different messaging, layouts, and content formats—gaining real-time insights that help fine-tune their approach and drive higher engagement.

The ongoing collaboration highlights how the right technology and strategic partnership can transform a digital presence, creating an adaptive, scalable, and engaging platform that delivers both brand storytelling and measurable results.

With a robust system that supports both current needs and future growth, Spoony is ready to take their mission of inspiring healthy eating to even greater heights.