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.

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. 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. 

In 2025, we developed and introduced a new brand mascot as part of the IPM campaign, specifically tailored to the Chinese audience. Mascots play a particularly 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 campaign assets. This strengthened brand recognition and helped Kekkilä stand out across Chinese digital channels.

Result: The campaign generated a growing base of identifiable prospects and strong audience engagement, while the mascot helped build a more recognizable, approachable and memorable brand presence for Kekkilä among Chinese audiences.

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.

Result: Kekkilä gained a portfolio of localised sales and content. The distributor interviews also generated market-specific content that could be distributed through WeChat and the Chinese website to strengthen credibility and audience engagement.

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.