Project rsp.kyiv
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Input data
Tariff
Subject
Sport Club
Link to Instagram:
Monthly budget:
About the client:
Purpose
Results
Tariff package project
Short result
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40%
Subscribers grew by
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100%
Number of requests
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50%
Number of customers per month
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The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case: targeted advertising of RSP Kyiv — Meta Ads
A case study of how RSP Kyiv turned social media into a predictable B2B application channel without chasing a "cheap click". The People Needed team built a funnel for real procurement scenarios, tied offers to warehouse availability and logistics SLA, and translated creatives into "engineer's language". The focus is not on general slogans, but on managed CPL, stable ROMI, and an increase in the share of "complete" briefs in CRM, with which the sales department can work without long correspondence.
Context and goals: what a “quality application” looks like for RSP Kyiv
Situations vary: urgent “close positions by tomorrow”, full technical specifications for switchboard equipment, requests to select analogues for specific operating conditions. A request was considered high-quality if it recorded the nominal values/currents, quantity, dimensions, names or analogues of components, delivery deadline and contact for specification approval. Such detailing allows you to immediately calculate the estimate and plan the shipment without unnecessary pauses.
The goals were set pragmatically: keep CPL in the target range, increase the share of qualified calls in CRM, prevent creative fatigue (CTR at a level without overheating audiences), and increase ROMI by prioritizing marginal SKUs. To ensure that advertising promises did not diverge from reality, offers were synchronized with inventory balances and the logistics schedule; scarce groups were immediately accompanied by replacement options.
SMM + Meta Ads Funnel: Three Intents — Three Flows
Morning — "operational window": ads with current availability and honest terms "today/tomorrow", a short form and a field for a photo of the specification. At noon — traffic to micro-landings with technical cards and an engineer's checklist, where mandatory fields eliminate the risk of an "empty" brief. In the evening — content reinforcement: assembly cases, compatibility explanations, replacement options.
Audience signals were collected from 50–75% video views, visits to specific product group sections, and lookalikes from CRM buyers. Negative intersections removed duplication, and frequency was controlled by the length of the decision cycle to avoid overheating warm segments.
Creative language: "visual instruction" instead of a banner
In the foreground are photos of real shelves, markings on boxes, short wiring diagrams, “ready for shipment” signs. Instead of general promises, there are clear theses: “panel for the project — complete set within 48 hours”, “certified components”, “alternative in case of shortage”. SLAs and price ranges have been added for buyers, and fragments of real assemblies for installation crews.
CTA for intent: “Get a quote,” “Attach specification,” “Request an analogue.” When items are temporarily unavailable, creatives immediately offer compatible solutions and a delivery time — the tone is honest, without inflated promises.
Lead quality management: what was recorded and why
In tracking — Lead, Spec_Request, Call_Back events to distinguish between a “chat” and a “ready for calculation” brief. UTM markup is unified with CRM: reports are built based on deal and revenue statuses, not likes. In analytics, a separate label was “brief completeness”: if key fields or attachments are missing, the request falls into a retargeting scenario with prompts.
Operational discipline was supported by control benchmarks: median manager response time, share of applications with investments, depth of interaction with technical cards. When the market subsided, quick A/B tests of CTAs and “benefit cards” were practiced, audience intersections were cleaned, and placements with chronically low utility were turned off.
Scale without noise: how to expand and not lose control
Further growth — through SKU clusters with separate micro-landings, where the CTA corresponds to the intention, and the creatives speak the language of nodes and standards. Geography — expansion within Ukraine with local promises of deadlines, test zones across the EU without changing the tone of truthfulness. For "long" deals, e-mail series and search are connected, which do not compete with Meta for the last click, but refine the solution.
The essence of the approach is simple: advertising reflects what the warehouse can ship, and requests contain what sales needs for calculation. This is where managed CPL and stable ROMI are born. The Need People team maintains a metrics checklist and revision schedule to ensure that scale does not turn into noise.