KUMM TECHNIK/AGRICULTURAL MACHINERY · SOCIAL MEDIA · SINCE 2020
Direct sales need a direct channel to the audience.
KUMM Technik deliberately sells its explanation-heavy slurry technology direct: advice, sales and service all come from the manufacturer. Since late 2020 on:LAND has continuously built up KUMM's social media channels — with content that explains products, shows real applications and enables direct exchange with the audience.
- 14.1M+
- views in twelve months
- 10.08M+
- organic Instagram views
- 53,400+
- followers across all social media channels
- since late 2020
- continuous collaboration
Instagram & Facebook
Performance period: 1 Aug 2025 – 31 Jul 2026 · Follower count August 2026
- Period
- Ongoing since late 2020
- Channels
- Instagram, Facebook, YouTube and TikTok
- Scope
- Strategy, content, publishing, community management and paid social
SOCIAL MEDIA IN PRACTICE
The brief
Until 2020, KUMM's output consisted mainly of individual YouTube videos. At the same time, the company deliberately relies on direct sales: advice, sales and service all come directly from the manufacturer.
With explanation-heavy slurry technology in particular, that means KUMM has to build visibility and direct access to farmers and contractors itself.
Individual videos therefore had to become a permanent presence on social media — with understandable product content, real applications and regular exchange with the audience.
What on:LAND delivered
- Topic and channel strategy
- Social-first, video and photo production
- Ongoing publishing
- Community management
- Paid social
- Analysis and further development
FROM SALES MODEL TO CONTENT SYSTEM
01
Getting the technology to the point.
Not every video has to explain ten product benefits. What matters is what really counts in the specific application — and the content is cut to fit exactly that.
02
Topics from everyday business.
The topics are usually there anyway: new vehicles, customer applications, service, trade shows or questions from the community. on:LAND turns them into suitable content and aligns the execution with KUMM.
03
Not every post needs a new brief.
After years of working together, on:LAND knows the products, processes and recurring topics well enough to plan and produce much of it without lengthy briefings. KUMM signs off on the ideas — on:LAND handles production, publishing and community management.
Content & creative
One shoot becomes more than one video.
A single customer shoot produces a full testimonial, several vertical clips, presenter-led explainers, photography and content for the website and newsroom. That way a shoot is used efficiently, without playing out the same content everywhere afterwards.
User perspective
When users tell the story themselves.
Community & performance
Reach matters. An audience that replies matters even more.
Through the season, KUMM is tagged regularly in customer and fan stories, receives product questions and reactions to new content. on:LAND checks the channels several times a day, answers questions, moderates comments and repeatedly turns strong reactions into topics for new posts.
- 361,876
- content interactions in twelve months
- 8,063
- new Instagram followers in the same period
Reporting period: 1 Aug 2025 – 31 Jul 2026
Organic + paid
Organic as the foundation. Paid for specific objectives.
Organic communication forms the basis. Paid social is added deliberately when individual vehicles need extra attention, trade show visitors should be reached, website traffic built or leads generated for sales.
Dedicated creatives are produced for each task — instead of simply putting budget behind organic posts.
Paid creative
Focused attention for a specific product.
The creative was developed specifically for the paid campaign rather than simply repurposing an existing organic post.
Next step
Turning attention into the next action.
The ad is not meant to be seen and forgotten. Interested users are directed to a dedicated landing page where they can learn more or get in touch directly.
A missing touchpoint became a communication channel of its own.
- 5+ years
- of continuous support
- 53,400+
- followers across all social media channels
- 14.1M+
- views in twelve months
Instagram & Facebook
What began in 2020 with individual videos is today a communication channel of its own to the audience — with continuous content, an active community and targeted paid support.
INDUSTRY
Agricultural & farm machineryService
Next step
Do you want to reach your audience directly?
We develop social media communication for machinery, vehicles and technical products — as an extension of your marketing team or as ongoing support.