x4 growth with international campaigns for CowManager

From local promise
to global brand

With CowManager's software and sensors, dairy farmers know exactly which cow needs attention at any given moment. This reduces medical costs and increases milk production.tionale groeistrategie die boeren in elk land aanspreekt?

The technology has proven itself worldwide, from awards to enthusiastic farmers. So it's time to scale up internationally, without losing the local feel. Together, we worked on a marketing strategy that is scalable worldwide, but remains locally relevant.

CowManager's question:

How do you translate a proven product into an international growth strategy that appeals to farmers in every country?

Goals & Challenge

CowManager had already grown through word-of-mouth advertising, but wanted to accelerate internationally. However, there was no digital marketing structure in place yet. From tracking and dashboards to content and campaigns: everything had to be built from scratch.

The challenge lay not only in scalability, but also in creating recognisable, local content for farmers in countries such as the US, Germany and Australia.

The Approach

We immediately started working with our data specialist Gabriela to help the CowManager team with the data infrastructure. Because without reliable data, there can be no learnings, and without learnings, there can be no international growth.

After testing the Dutch market with various campaigns, we developed a proven funnel that served as a blueprint for other countries. That funnel was then translated into the local context.

For the awareness phase, we developed video campaigns with voice-overs in the local language.
In the consideration phase, we used remarketing with testimonials from local farmers.
And in the decision phase, we provided an optimised website and marketing automation via Salesforce.

This approach made international growth scalable. Each country was given the same structure, but with content that was locally recognisable and convincing.

The result

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Countries active with local campaigns

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Growth in the number of leads

The international campaign approach ensures scalable growth. CowManager is now active in more than eight countries with a solid marketing foundation. The brand knows how to position itself locally and grow globally. Every campaign starts with data, is fuelled by local stories and ends in concrete leads.

With unique feature releases such as “Find my cow”, CowManager is putting itself on the map in the agricultural world. The sensor and accompanying app are even being touted by the media as the Fitbit for cows.

The success factor in our campaigns? The promotional videos created by our video label SKIPP were hugely popular. This, together with testimonials from satisfied local farmers, led to a significant increase in the number of leads. By continuously duplicating this winning marketing formula in each new country, CowManager continues to grow steadily.

Success factors of this campaign

Clear data structure as the basis for all campaigns
Content that reflects the practices of farmers worldwide
Campaign approach that is scalable and locally applicable
Short-term collaboration between CowManager and all Whello teams

It was great to see that the international local strategy was successful and yielded results. Marketing is often primarily about recognisability. Viewing or reading a real story can inspire and convince a prospect.