Kingspan
About the brand
Kingspan is an international manufacturer of fuel tanks, rainwater tanks and domestic wastewater treatment plants.
The brand’s portfolio includes above-ground tanks for fuel, AdBlue, liquid fertilisers and water (including the FuelMaster, TrackMaster, AgriMaster, BlueMaster and TankMaster lines), used mainly by farms, businesses and construction sites. The other part of the offer covers underground systems: BioDisc treatment plants, rainwater tanks and pumping stations, sold through a network of installers and distributors. These solutions are designed with durability, safety and responsible resource management in mind.
Collaboration
08/2025 – present
Kingspan came to us looking for support with social media and paid campaigns in Poland, with plans to enter the German market. They wanted a partner who would help their team with content production and work with them to shape the strategy.
We run Meta Ads and TikTok Ads campaigns, both reach and lead generation. They cover several product lines, different audiences and markets: Poland, the DACH region, the Baltic states (Estonia, Lithuania and Latvia), Slovakia, Romania and Hungary. We handle the entire creative side: from concept and copy, through graphics, animations and resizes, to TikTok video scripts.
Key areas of our work:
- Brand campaigns for premium products. For BioDisc, we position the brand as the “original” in rotating biological contactor technology, which has been on the market for over 50 years. For AgriMaster, we build on the brand’s 25 years of experience, in-house laboratory and raw material quality control. AgriMaster’s communication later became the model for the FuelMaster and BlueMaster lines.
- B2B leads from specific segments. We run campaigns for commercial treatment plants for projects serving over 20 people, for drinking water and fuel tanks aimed at local governments and fire services (in connection with Poland’s Civil Protection Act), and a campaign inviting installers to training sessions.
- Distributor recruitment in CEE markets. In Estonia, we created lead generation campaigns to find dealers of fuel, AdBlue and fertiliser tanks. We then rolled this format out to other markets.
- Entering Germany step by step. We started by estimating reach and costs and narrowing our activities to key regions. Next, we launched a reach campaign for the agriculture and construction sectors, followed by lead generation campaigns. Every week, we prepare a report in English for the local sales team.
- Support for events and launches. For the AgroShow 2026 trade fair, we prepared a campaign inviting visitors to the stand, a teaser for the launch of the new FuelMaster tank and a sales push right after the launch. We also used video content from partners and creators in the agricultural industry.
Challenges
The client had neither an in-house team nor materials to regularly feed the campaigns. We built the entire creative layer on our side, from concept to ready-to-use ad formats. We cover more than a dozen product lines and several language versions, and we keep expanding the consistent, premium visual identity we created to new products.
The brand had low recognition in the German market, so we planned the expansion in stages. First, we stabilised results in the markets where we were already active, then entered the DACH region with an awareness campaign, and only after that with lead generation campaigns. We tailored the messaging to the local audience: instead of ‘Made in Poland’ we say ‘Made in the EU’, and instead of ‘for your home’ we speak to farms, businesses and construction sites.
In some B2B campaigns, enquiries came mainly from private customers rather than commercial investors. That is why we added a clear indication of the target audience to the creatives and qualifying questions to the forms, such as project scale or type of organisation. As a result, the sales team receives better-matched contacts.
Low crop prices reduced farmers’ willingness to invest. Instead of competing on price, we built the messaging around brand strength, quality and tangible benefits, such as lower transport costs or buying fertiliser when it is cheaper. We continuously adjust creatives and budget allocation to what works best.
Internal IT, legal and financial procedures extended the rollout of some elements, such as landing pages, cross-platform billing and lead flow. We plan our work so that the campaigns can keep growing despite these constraints. Where there was no CRM system, we set up automatic lead forwarding straight to the sales team. We also ensure brand safety standards are met for materials from external partners.
Project team
Project Manager
Paid Social Specialist
Graphic Designer
Creative assets
