B2B
Lely Automated Milking System
Strategy: KOLs for B2B / Localization
Description
Lely, a Dutch agricultural technology leader, faced low awareness in China for its automated milking systems, struggling to demonstrate their value to traditional dairy farmers. To address this, our approach was to partner with a Chinese KOL (influencer) to create authentic, localized content filmed at a customer's ranch, showcasing real-world application and emphasizing Lely’s Dutch engineering heritage.
Results
Increased inquiries (leads) about automated milking systems.
Strengthened Lely’s brand presence in China’s agricultural sector.
Gained new followers on Chinese social media.
Laid a foundation for future sales growth in China.
More Insights
Authenticity drives trust: Filming real usage on local farms effectively bridged cultural and technological gaps.
Localization + KOL collaboration are powerful tools for market entry in traditional sectors like agriculture.
