Portfolio , board game store in Poland
SMM promotion and targeted advertising for a board game store in Poland
About the client and the services of an SMM manager for an e-commerce project
World of Game Poland is an online store of board games aimed at adults, children and companies. The main audience is residents of Poland, in particular Ukrainian-speaking and Russian-speaking buyers. The assortment includes romantic games for couples, alcoholic entertainment for parties, children's and family sets.
The goal of the project is to increase sales through Instagram, the website, and Direct. We have developed a full-fledged marketing strategy — from profile design to advertising launch.
Goals achieved through comprehensive SMM promotion on Instagram and Facebook
Growth in sales of board games across categories
Attracting orders through the website, catalogs and Direct
Increasing brand awareness among young people and couples
Forming a structured visual style for a page
Audience activation through contests, Stories, and Reels
SMM and targeting services provided within the project
Maintaining Instagram and Facebook pages
Development of a content plan and visual style
Creating photo and video creatives for publications
Developing a strategy and setting up targeted advertising on Instagram
Writing texts, forming UTPs and working with the pain points of the target audience
Holding contests and interactive events to attract subscribers
Promotion of Reels and Stories for the 18+ segment
Regular analytics and reporting on advertising campaigns
Settings:
Target audiences:
Young couples (18–35 years old), interested in romance, relationships
Groups of friends looking for party ideas
Parents with children looking for fun family games
Interests: entertainment, gifts, family leisure, online shopping in Poland
Look-alike audiences based on engaged followers
Formats: Reels, Stories, banners with CTA, game carousels
Advertising budget: from PLN 2,500 to PLN 7,000 per month (depending on the number of promotions and campaigns)
Results of SMM promotion and targeted advertising
Steady increase in orders via Instagram and website
Subscriber growth is organic and high-quality
Hundreds of saves and shares of Reels with game reviews
High reach, conversions, and ad performance
The brand has become recognizable among its target audience, receiving active feedback in comments and mentions
The team that provided professional smm services and targeting
Yevgeny is the curator and SMM manager of the project, he formed a promotion strategy
Daria is a content manager responsible for texts, Reels, and content planning.
Christina is a designer who created the profile design style.
Artem is a targeting expert, he set up effective advertising and analytics
Conclusion
World of Game Poland is an example of how smm promotion and targeted advertising on Instagram and Facebook can turn an entertainment brand into an active market player. Thanks to a comprehensive approach, we have achieved stable sales, recognition, and a positive audience response.
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: board game store in Poland — strategy, creatives, leads
The SMM case "board game store in Poland" demonstrates how promotion in social networks turns fans into buyers and ensures a stable flow of applications. Content strategy, targeting on Facebook and Instagram, a cascade of retargeting and the discipline of A/B tests reduced CPL and increased ROMI. A single identity, UGC from the community and clear offers pumped up the brand and returns to the cart. Next is the structure of the approach, which is easy to scale to the Polish retail market.
Objectives and KPIs: Leads, Sales, and ROMI in Board Game Retail
Business goal — stable growth in sales in the board game store and online orders from Poland. Marketing goals — keep CPL in the target corridor, maintain CAC and achieve ROMI>1.2 on promotional waves. Additional benchmarks — growth in repeat purchases, increase in checks through bundles "base + add-ons" and growth in subscribers who interact with content.
KPIs included CPL on lead forms and messages in Direct, CR from traffic to purchase, video view share 50%+, ROAS for promo sets, first contact speed and abandoned cart share. A weekly plan-facto recorded progress and allowed to quickly balance budgets between outreach, warm-up and conversion campaigns. Transparent metrics are needed - we will agree on target values for your category.
Audiences and creatives: communities, families, beginners and hardcore
Segmentation was built on intent and experience: family players, gift buyers, board game newbies, hardcore community, and miniatures fans. Cold audiences were gathered based on interests in bestsellers and publishers; warm audiences were gathered from profile interactions, landing page clicks, and guide views. Lookalikes were trained on “purchase” and “quality lead” events, which accelerated the algorithms.
The creatives were divided into series: short vertical videos “how to play in 30 seconds”, carousels “family evening for 2–6 players”, static comparisons “base vs. expansion”, UGC with reviews and photos from game nights. The visual language is bright, readable, with badges “PL/EN rules”, “pickup/delivery”, “gift wrapping”. This approach maintains relevance and reduces doubts when choosing a set.
Funnel: lead form, landing page with bundles, chat for game selection
Traffic was driven in a mixed model: quick inquiries via a lead form and conversion campaigns on landing pages with scenarios such as “game selection” and “discounted bundles.” Microgoals simplified the path: “check availability in Warsaw,” “order delivery in Poland,” “get seller advice.” Chat and a call button provided instant contact for selection by age, number of players, and game duration.
Retargeting was built in a cascade: video viewing → game category → product card → add to cart → purchase. Separate campaigns were launched for bundles and promotions: “Starter pack for beginners”, “Co-op evening” and “Gift sets”. Such a funnel maintains high CR and keeps CPL within KPI even during peak demand season.
Analytics and optimization: A/B tests, CPL, ROAS and ROMI
Optimization was done in three layers: offers, visuals, and ad delivery mechanics. Hooks like “30-second explanations,” “family nights without gadgets,” and “co-ops without conflicts” were tested, as well as box previews and info cards with difficulty levels. Carousels with “what’s in the box” increased CTR, and video demos with the progress of the game improved readiness to buy. Budgets were redistributed daily to groups with better metrics.
Analytics were collected by UTM, events "view_content", "add_to_cart", "purchase" and last touch attribution for promotional waves. ROAS was calculated by categories, and ROMI - taking into account margins, logistics and discounts on bundles. Additional indicators - response speed in Direct, share of duplicates and abandoned carts, revenue from repeat purchases. The discipline of tests ensured a stable trend of decreasing CPL and equalized efficiency between regions.
Results and Scaling: Brand, Community, and Seasonality
The results were evident on three levels: leads/sales, awareness, and marketing infrastructure. The flow of applications became predictable, CPL entered the target range, and ROAS on bundles increased thanks to clear offers. The community was activated through UGC, events, and mini-tournaments, which gave organic growth and strengthened loyalty.
The infrastructure includes a creative library, “how to choose a game” guides, ad templates, retargeting segments, and a KPI dashboard. Scaling is deployed in the following areas: local campaigns for Polish cities, new releases and additions, partnerships with cafes/clubs, seasonal waves (holidays, vacations). The next step is obvious — book a consultation, get a roadmap, and transfer this SMM structure to your board game store.