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INSTA-LOZOVAMACHINERY

Initial Data

Account age:
7 years
Business Type:
Manufacturing (B2B) — design and production of energy-efficient agricultural machinery (harrows, cultivators, seeders).
Target region:
Ukraine and international markets (EU, Central Asia)
Direction:
Instagram (SMM & Targeting)
At the project’s start:
Instagram was perceived as a secondary platform and was not used for direct communication with farmers. The primary challenge was to make complex industrial machinery visually appealing and understandable for the end consumer (farmers), while building trust in Ukrainian engineering amidst fierce competition from imported counterparts.

Objectives

  • /01 Ensure high brand visibility within the agricultural sector on Instagram.
  • /02 Demonstrate the technical superiority of the units through dynamic video content (machinery in action).
  • /03 Attract targeted leads (inquiries for consultations, cost estimations, and dealerships).
  • /04 Form an expert community where farmers can receive technical support and see real-world operational results.
  • /05 Set up local targeting to support company participation in specialized exhibitions and demo shows.

Implementation Strategy

The strategy was based on combining “large-scale visuals” with “technical expertise.” The primary focus was placed on Reels featuring drone footage that shows panoramic shots of machinery working in the field (“Power in Action”). Advertising campaigns were distributed according to seasonality (preparation for sowing, post-harvest tillage) and geography, with an emphasis on agricultural regions.

Work Performed

Audit and Professional Profile “Packaging”

  • Developed a rigorous, industrial design style that emphasizes the power and reliability of the metal.

  • Organized Highlights by models: “Disc Harrows,” “Cultivators,” “Exhibitions,” “Reviews,” and “24/7 Service.”

  • Optimized the profile bio: added links to the catalog, sales department contacts, and a request form for demo shows.

Content Marketing and Production

  • Launched a “Machinery in the Field” Reels series: demonstrating tillage depth, speed, and fuel efficiency of the units.

  • Created a “Details Matter” segment: macro photography of working parts (discs, bearing units) that require no maintenance.

  • Implemented UGC (User Generated Content): publishing photos and videos from real machinery owners from around the world.

Targeted Advertising

  • Configured campaigns with “Direct Messages” and “Traffic” (to the website) objectives to introduce technical specifications.

  • Implemented precise targeting: farm owners, agronomists, machinery operators, and directors of agricultural holdings.

  • Set up geo-targeting for agricultural regions in Ukraine and targeted European countries to support export growth.

Loyalty and Retargeting

  • Configured retargeting for users who visited specific machinery sections on the website or interacted with promotional videos.

  • Established an immediate response system for technical questions regarding compatibility with tractors of various power ratings.

Analytics and Optimization

  • Performed regular analysis of Engagement Rate (ER) and Cost Per Lead (CPL).

  • Adjusted promotional offers in alignment with the agricultural calendar (emphasizing spare parts during the off-season).

Results
Created a powerful brand-image resource that distinguishes LOZOVA MACHINERY from competitors on social media.
Significantly increased the engagement level of a professional audience through high-quality video content.
Provided a consistent flow of inquiries for commercial proposals, leasing terms, and government compensation programs.
Enhanced customer loyalty through open communication and demonstration of the brand's service capabilities.
Established a foundation for international expansion: the page has become a brand calling card for foreign partners and dealers.
Created a powerful brand-image resource that distinguishes LOZOVA MACHINERY from competitors on social media.
Significantly increased the engagement level of a professional audience through high-quality video content.
Provided a consistent flow of inquiries for commercial proposals, leasing terms, and government compensation programs.
Enhanced customer loyalty through open communication and demonstration of the brand's service capabilities.
Established a foundation for international expansion: the page has become a brand calling card for foreign partners and dealers.

Analysis and validation of results

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