Project Gipster
Input data
Tariff
Subject
Create 3D panels and gypsum products from the manufacturer
Link to Instagram:
Monthly budget:
About the client:
Goal
Results
Tariff package project
Short result
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75%
Subscribers grew by
1400%
Number of appeals
400%
Number of customers per month
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 Gipster — urban content, target and KPI with growth
The Gipster SMM case demonstrates how urban identity, dynamic Reels and carousels with a “street” rhythm combined with targeted Meta advertising provide stable growth in reach, retention and ER. The content approach is built on a series of short formats that show the product in a real urban context, and community management shifts attention to substantive dialogues in Direct. AI-tips help to quickly test hooks in the first seconds and optimize the timing of publications. Additionally, repackaging the best materials into long reads for the site is used - this strengthens the SEO cluster and returns relevant traffic from search.
Gipster goals and starting conditions
Brand priority — to increase recognition in urban clusters and turn attention into actions: saving guides, returning to the profile and consultations in Direct. Additional tasks — to stabilize ER by Reels series, increase the share of UGC and maintain style integrity in all formats. The initial audit showed an uneven posting pace and a lack of “serial” video, which caused coverage and interactions to fluctuate. KPIs were recorded in sections: ER Reels/carousels, average reach per publication, save-rate of educational posts, CTR from stories to the next step, number of relevant dialogues in Direct and SLA of the first response.
To avoid seasonal dips, KPI benchmarks are tied to promotional windows and local events; flexible corridors allow you to reallocate budget between series without losing momentum. Added control over technical metrics — 3/25/50/75% retention, unique engagement share, and repeat profile views — making scaling predictable.
Audience personas and positioning Gipster
The core audience is urban practitioners: active users looking for simple solutions “here and now”, and visual aesthetes for whom form is as important as function. Positioning is formulated as “urban practicality without compromise”: short instructions, honest comparisons and real usage scenes. The voice is confident, energetic, without clericalisms; headlines are direct, covers are contrasting, captions are readable even on the go. Social proofs are UGC photos from urban locations, reviews and micro-cases, fixed in Highlights.
To differentiate expectations, personas receive different CTAs: for aesthetes — “save for inspiration,” for practitioners — “write to Direct for selection.” Such a division increases the conversion from viewing to dialogue and reduces the number of questions “from scratch.”
Gipster content framework: headings, formats, pace
Each material answers one specific dilemma: “what to choose for a specific scenario”, “what are the differences between the options”, “how to care for/wear/install”, “when to update”. The vocabulary is simple, urban, without unnecessary technical details; the focus is on the result, time and reliability. Reels shows the result and a mini-algorithm, the carousel consolidates understanding with a list of steps and errors. The CTA is always the same: save the guide, comment with context or Direct for quick selection. Such uniformity of action reduces friction and increases conversion into interaction.
To avoid losing SEO signals, the first 150–200 characters of posts contain key terms (guide, comparison, instruction, Reels, ER, reach, save), but without spam. Each post ends with a one-line micro-summary of benefits — this enhances retention and memorability.
Community Management and Direct: First Aid Scenarios
The service is built on SLA: prompt first response, one context clarification, and a “choice card” with 2–3 options. Templates cover frequently asked questions: “what to take under…”, “what’s the difference”, “how to maintain/configure”, “when to update”. Highlights are structured as “Instructions”, “Comparison”, “Reviews”, “Question of the week” so that new visitors can quickly find what they need. Surveys are regularly collected in stories; the best answers are converted into a post-carousel with a link to Direct for quick consultation.
The AI module highlights messages with a high probability of conversion and recommends follow-up timing to avoid losing contact during peak periods. For complex requests, micro-guides of 4–5 slides are prepared - this reduces correspondence and improves the quality of dialogues.
Gipster Results and Scaling Roadmap
Serial urban content and a recognizable visual system increased retention, stabilized ER, and increased referral traffic. Comments and Q&A in stories more often turn into substantive dialogues, and structured Highlights shorten the path to trust. Cross-platform communication with the site gives an additional SEO effect: the best carousels receive long-read versions that are indexed and return organic traffic.
Next up are 6-9 second Reels mini-tests with hard-frame-value, expanding the UGC pool, and collaborating with local creators/events. The scaling plan is synchronized with city season promo windows and logistics to maintain ROMI of organic SMM without blurring demand. The request for brief will launch the adaptation of this Gipster model to the goals of the upcoming quarter, taking into account priority categories and the content series calendar.