Portfolio, promotion of baby slings
SMM promotion of the Ukrainian brand of baby slings CalmBabe
About the brand and services of an SMM manager for a niche baby product
CalmBabe is a Ukrainian brand specializing in the production of high-quality slings - functional and safe carriers for children. The products are made exclusively from environmentally friendly materials in our own production in Ukraine. The main value of the brand is caring for mom, child and conscious parenting.
Our team's task is to bring the brand to a level of recognition on Instagram, build audience trust, increase sales through social networks, and help with preparations for the website launch.
Goals achieved through comprehensive SMM promotion
Growing Instagram followers
Systematic sales of slings via Direct and communication in Stories
Building a valuable visual brand image
Engaging a parent audience through educational and emotional content
Preparing the platform for scaling via the site
SMM and targeting services that were implemented in the project
Full Instagram and Facebook management
Developing a content plan taking into account seasonality and target events
Creating Reels, video reviews, and brand visual style
Writing texts that combine benefit, emotion, and a motherly tone of voice
Strategy development and launch of targeted advertising
Conducting contests, interactives and story activities
Continuous analytics and reporting
Preparing the visuals and structure for the future site
Scaling video content through Reels and Stories
How targeting was implemented on Instagram and targeted advertising was launched
Main audience: young mothers, parents of children 0–2 years old, families expecting a child
Geotargeting: Ukraine, Poland
Look-alike audiences based on content engagement and previous customers
Behavioral retargeting for those who saved posts, watched videos, and were interested in baby products
Advertising formats: Reels with moms, video instructions, story reviews, banners with UTP
Bypassing trigger words in texts to maintain stable moderation
Advertising budget: from 12,000 to 30,000 UAH per month
Results of smm promotion and targeted advertising CalmBabe
60% increase in subscribers in the first 2 months
Over 400,000 views of Reels with baby content
Up to 350 applications in Direct every month
Active community under posts: comments, saves, requests
Successfully testing multiple audiences for scaling after site launch
The brand became noticeable among mom blogs, received free mentions
The team that provided smm services and targeting
Yevgeny is an SMM manager, built a strategy and communication style
Daria is a copywriter and content manager, created texts and Reels
Christina is a designer, responsible for the cozy and soft tone of visuals
Artem is a targeting expert, he conducted precise advertising settings and a traffic audit
Conclusion
CalmBabe is an example of how SMM promotion and targeted advertising on Instagram can help a local brand go beyond just an "Instagram store" and turn into a real family brand with trust, emotional attachment, and stable sales.
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: Baby Slings
This case study covers Instagram and Facebook promotion for a baby slings brand, centered on safety, comfort, and real-life usefulness. The approach blends Reels/Stories, mom-led UGC, Lead Ads, Click-to-Message, and catalog sales. Targets include predictable CPL, controlled CAC that accounts for returns, and steadily improving ROAS/ROMI. A short journey—discover → ask → checkout—reduces friction and accelerates purchase decisions.
Objectives & KPIs: CPL, CAC, ROAS/ROMI, Repeat Purchases
Measurement focuses on CPL from Lead Ads and Click-to-Message, CAC inclusive of support and logistics, and ROAS/ROMI by campaign. Secondary signals include dialog-to-checkout conversion, accessory attach rate (rings/inserts/accessories), first-response time, and repeat-order share within 60–90 days. A transparent dashboard by region/warehouse tracks traffic, CTR, CPC, CPL, size-fit success, reviews, and refund rate.
Stability is validated week-over-week: consistent CTR ranges, cost corridors, and revenue per session. Clear KPI thresholds allow fast budget shifts among prospecting, remarketing, and catalog sales without sacrificing unit economics. Growth readiness shows up when winner creatives hold performance while scale increases.
Creatives: Reels/Stories, Mom UGC, Safety & Fit
High-performing Reels/Stories land a hook in the first two seconds: “hands free—baby close,” “how to choose the size,” “three newborn positions,” and “before/after correct fit.” UGC from real mothers builds trust with short testimonials, wearing tips, and honest comparisons to regular carriers. Safety statements stay simple and visual: neck support, M-position, even weight distribution, breathable fabrics.
Feed carousels display colorways, fabrics, what’s in the box, and wash instructions. Copy uses concrete CTAs such as “Find your size,” “Ask about fabric,” and “Check availability.” Clips showing everyday comfort—cooking, walks, light chores—remove the “is it hard to use?” barrier. Creative rotation every 7–10 days sustains CTR and prevents audience fatigue, while A/B tests isolate hook, promise, urgency, and format.
Audiences: Moms/Dads, Geo, Interests & Lookalikes
Segmentation begins with geo clusters around areas with reliable delivery and pickup points. Top layer targets broad interests like pregnancy, new parents, baby products, and breastfeeding. Middle layer uses lookalikes on AddToCart and Purchase events, with extra weight for viewers of the fit guide. Bottom layer remarkets to catalog visitors and Reels engagers with frequency control.
Messaging adapts by funnel stage: cold—benefits and safety; warm—model comparison and size guidance; hot—color/stock confirmation and a quick Messenger/WhatsApp chat. Audience exclusions reduce overlap, stabilizing CPC and CPA by preventing internal auction competition. Seasonal cohorts (newborn parents, gift shoppers) broaden reach during peak periods.
Meta Funnel: Lead Ads, Click-to-Message, Catalog & Checkout
Lead Ads request name, phone, city, and baby age/weight to recommend the right model. Click-to-Messenger/WhatsApp routes higher-intent traffic into dialogs with quick replies: “Find my size,” “Price/stock,” “Payment/shipping.” For ready buyers, catalog campaigns highlight dynamic cards—parent-on-model photos, fabric, color, and bundle savings.
Agent scripts follow three steps: confirm parameters, propose the model and color, share checkout link. Auto-replies send a mini “First Fit” guide and video tutorial. Abandoned forms and carts return via remarketing that emphasizes safety cues and fast shipping (“today/next-day”), which boosts confidence and completion. Post-purchase flows upsell accessories and ask for a short Reels-style review to feed future UGC.
Analytics: Pixel + CAPI, Events, Attribution & Quality
Scaling starts with creative winners: variants on first frames, captions, duration, and color setups. Budgets reallocate toward in-stock, high-margin SKUs to avoid heating demand for items near stockout. Frequency caps and fresh Reels/Stories cycles maintain efficiency as reach expands.
A practical growth plan adds lookalikes on Repeat Purchase, expands geo clusters with better logistics SLAs, and times seasonal promotions (warmer fabrics, gift bundles). Next step can include a media plan with budget splits, ready ad templates, a chat-service checklist, and a measurement sheet. Share target regions and monthly revenue goals—an action-oriented roadmap with KPI ranges for Instagram and Facebook follows.