Lely Certified Pre-Owned Product Launch

Driving home a successful multi-channel campaign.

The Challenge

The greatest barrier to entry for dairy farmers considering robotic milking is cost. Robotic systems represent a significant capital investment, which can put automation out of reach for many producers who would otherwise benefit from its efficiency, consistency and labor-saving advantages. Compounding this challenge is the fragmented used-equipment market, where farmers are asked to take sellers at their word and typically receive no guarantees or support. This environment creates hesitation, slows adoption and limits access to transformative technology.
 
Lely North America recognized the opportunity to address both obstacles with the introduction of Lely Certified Pre-Owned (CPO) robots, a first in the dairy automation industry. Strategically, this positioned Lely not only as the innovator that launched the world’s first robotic milking system more than 30 years ago, but also as the brand that helps remove financial and trust-related barriers for today’s producers 

The solution

The marketing campaign was built to uniquely communicate this value proposition: CPO robots are inspected, sanitized, recertified to factory standards, upgraded with new components, backed by a 12-month limited warranty and offered at competitive savings. Through a fully integrated, omnichannel approach — including print, email, social, direct mail, landing pages, flyers, event banners and sales sheets (in English, King’s English, and French Canadian) — the campaign ensured consistent messaging across North America. No other competitor in this market has offered such a program, making the strategy not only differentiated but industry-defining.   

 

Content Created and Amplified

Weekly content from the Ranch Truck build, pushed by Sparks Motors and influencers, skyrocketed YouTube views to over 1 million in 4 weeks. Social media engagement surged through the “Vote for Your Favorite Features” campaign.
CPO email
Direct Marketing_Lely CPO folded mailer_AKC Marketing

The campaign employed diverse tactics to maximize farmer engagement:
CPO COLLAGE

The Results
92

Marketing Qualified Leads 

995

New Contacts

25

Units Sold

45

Percent Email Open Rates