Agribusiness: Reaching 72,000 Farmers in 7 Months

GTE helped a global agribusiness reach 72,000 farmers on its online platform within seven months, driving a 5.3% sales increase in pilot provinces.

The company sells crop protection products, seeds, and agricultural technology in China. Its marketing had traditionally relied on distributors, retailers, and large demonstration farmers, with limited direct contact with small and mid-sized growers. GTE’s marketing operations enabled the company to reach end farmers directly through a digital platform, and to convert that connection into sales growth.

From Offline Purchase to Online Engagement

Using the “Planting Club” mini-program, GTE converted farmers’ offline purchases into online engagement, establishing direct marketing relationships.

• Points-based incentives: Popular physical rewards, with purchase thresholds calibrated to ensure they were attainable.
• New-user mechanics: Multiplied points and lucky draws helped new farmers earn rewards sooner.
• Retailer collaboration: Retailers received ready-to-use promotion templates, gaining additional promotional resources and farmer data while supporting user acquisition. Retailer-led online promotions achieved a 93% redemption rate.

Scaling the Online Farmer Base

Seasonal acquisition campaigns ran across more than ten crops, timed to regional planting cycles. Retailer partnerships encouraged farmers to register online and complete their planting profiles.

Building Loyalty, Driving Sales

• Built a resource network linking agronomists with farmers, using targeted WeChat messages, SMS, and phone follow-ups to promote offers.
• Delivered targeted agronomy content, including crop-protection reminders and live-streamed training, to deepen engagement and brand affinity.
• Cultivated village-level “grower influencers,” partnering with retailers to build star-grower profiles and guiding the use of Douyin and Kuaishou for promotion.
• Enabled farmers to earn and redeem points through direct purchases, bypassing the distribution layer to build loyalty.

Results

The Planting Club grew 92% in users over five months, reaching 72,079 registered farmers. Sales, participating farmers, and retailer engagement all increased materially, with a 5.3% sales lift in pilot provinces.