From market entry to ongoing grower engagement in China

Establishing Kekkilä’s digital presence in China

In 2021, we launched Kekkilä's official WeChat account and developed a Chinese-language website hosted in Hong Kong and optimised for Baidu search.

We localised product terminology, technical explanations and visual assets to the requirements of Chinese growers, distributors and digital platforms. This gave Kekkilä an owned digital infrastructure through which it build brand visibility, publish technical content and support subsequent campaigns.

Result: The website and WeChat account established a permanent, brand-controlled digital presence in China and created the foundation for ongoing audience development.

Supporting distributors with localised sales and content assets

To strengthen distributor-led sales, we developed Chinese product cards that translated Kekkilä’s technical product proposition into practical, easy-to-use sales tools. The cards enabled distributors to communicate key product benefits and technical details consistently and professionally with customers via WeChat.

We also conducted distributor interviews and converted their market experience into Chinese-language articles for WeChat and the Chinese website. This combined central product expertise with local application knowledge and gave the brand more credible, market-specific content.

In 2025, we developed and introduced a new brand mascot. Mascots play a strong role in Chinese brand communication, helping brands build emotional connection, familiarity and trust in a crowded market. For Kekkilä, the mascot humanized the brand and made technical horticultural content feel more accessible and engaging, while creating a consistent and memorable visual identity across campaigns. This strengthened brand recognition and helped Kekkilä stand out across Chinese digital channels.

Result: Kekkilä strengthened its local sales and communication assets, improved brand recognition through the new mascot and built a growing owned audience in China.

Turning visibility at IPM China, a leading horticultural expo, into qualified leads

For four consecutive years, we supported Kekkilä’s activation around IPM China, a major horticultural expo. Our support covered both digital promotion and on-site execution, including booth design improvements, campaign visuals, presentation support and the organisation of a distributor gathering.

The activation combined pre-event promotion through WeChat and Chinese horticultural media with on-site QR-code lead capture. Visitors were directed to Kekkilä’s WeChat account, enabling structured follow-up after the event.

Result: The campaign generated a growing base of identifiable prospects and strong audience engagement, while the improved booth experience and supporting event activities strengthened Kekkilä’s visibility and interaction with distributors and growers. The IPM activation alone generated 200+ new WeChat followers each year, extending the value of the event beyond the exhibition itself.

Demonstrating product performance through onsite trials with Chinese greenhouse growers

To substantiate Kekkilä’s premium positioning, we organised an onsite product trial campaign with professional greenhouse growers in China. This placed the product directly with the target audience and allowed its performance to be assessed under relevant local growing conditions.

The trials were supported by Chinese horticultural media and industry influencers. The resulting content was distributed through Kekkilä’s owned channels, media coverage and influencer posts.

Result: The campaign provided the target audience with credible proof of product performance in Chinese greenhouse conditions and extended Kekkilä’s reach through trusted industry voices.