Portfolio, lingerie brand promotion
About the brand and services of an SMM manager for a niche fashion project
About the brand and services of an SMM manager for a niche fashion project
DA.LU Underwear is a Ukrainian brand of handmade lingerie with its own production. The main emphasis is on premium quality, handwork and aesthetics. The brand creates lingerie that combines comfort, style and sensuality, targeting a conscious audience of women who value uniqueness and self-expression.
Our task was to comprehensively promote the brand on Instagram and Facebook, create an aesthetic image, and generate sales via Direct.
Goals achieved through SMM promotion of the Instagram account
Creating a visual style that conveys brand values
Attracting a new audience through organic and paid promotion
Increasing the number of orders through Instagram Direct
Promoting Reels as a primary outreach tool
Increasing brand awareness among women aged 20–45
SMM services and targeting implemented within the project
Maintaining Instagram and Facebook pages
Development of an author's content plan
Creating videos and photos for publications, Reels, Stories
Writing texts (in Ukrainian and Russian)
Development and implementation of a targeting strategy
Launching creative advertising with a focus on sales and awareness
Holding competitions and interactive activities
Analytics, reporting and A/B testing of advertising campaigns
Constant work on audience engagement through Reels and Stories
How we set up targeting and launched targeted advertising
Main audience: women aged 20–45 who are interested in fashion, lingerie, lifestyle, aesthetics
Geography: Ukraine, Poland, EU countries
Behavioral audiences: users who have interacted with your profile, visited your site, or saved your posts
Look-alike audiences by interactions
Retargeting those who left applications but did not complete the purchase
Ad formats: Reels, Stories, static banners, videos
Advertising budget: from 18,000 to 35,000 UAH per month
Results of SMM promotion and targeting of the DA.LU brand
65% increase in subscribers in 2 months
Reels reach reached 200,000+ views per video
Up to 500+ applications per month via Instagram Direct
Active interaction with content: saving, comments, reactions
Reducing the cost of the application through precise advertising customization
Growing brand awareness in the premium lingerie segment
The team that implemented SMM promotion and targeted advertising
Yevgeny — SMM manager and project strategist
Daria is a copywriter and content manager, created texts and Reels
Christina is a visual content designer responsible for the brand's aesthetics.
Artem is a targeting expert who set up advertising, retargeting, and analytics.
Conclusion
The DA.LU Underwear project is an example of how comprehensive SMM, targeting, and Instagram promotion services can help a niche brand reach a new level. Thanks to stylish visuals, a competent strategy, and targeting, we were able to not only form a community around the brand, but also significantly increase the volume of orders through social networks.
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: DA LU
The case demonstrates how local brand DA LU scaled demand using Instagram and Facebook, combining serialized Reels/Stories, Lead Ads for quick applications, Messenger/WhatsApp dialogues, and remarketing for portfolio views. The strategy is based on three pillars: strong visuals, a clear offer, and the shortest possible route to booking or purchase. The content matrix breaks down topics into image series, performance creatives with a limited offer, and trust blocks (reviews, guarantees, process).
KPIs are monitored by the dashboard: CTR, CPC, CPL, Valid Lead Rate, confirmed booking/payment rate, CAC and ROMI with a breakdown by geo, styles and creative series. Decisions are made in the rhythm of two-week sprints: hypothesis → launch → analysis → scaling winners. This approach ensures the stability of lead costs and predictability of revenue even when expanding coverage to neighboring areas.
Goals and KPIs: CPL, CAC, ROMI, confirmed booking share
The goals are divided into stages. Testing: achieve CTR ≥ 1.0–1.5% in cold layers, stabilize CPL in the niche corridor, ensure Valid Lead Rate and first response time of the administrator ≤ 10 min during business hours. Scale: maintain the share of confirmed bookings/payments with budget growth, control CAC taking into account no-shows and repeat contacts. Stabilization: ROMI in the positive on a monthly horizon, equal calendar load for 2–3 weeks ahead and forecast variability within the established corridors.
Additional metrics include impression frequency, portfolio engagement depth, share of leads with full data, and WoW/MoM dynamics by creative group and geosegment. The dashboard synchronizes advertising signals with operational signals: response delays, cancellations, bounce reasons. It is this connection that determines whether to add budget to creatives or optimize chat script and booking logistics first.
Creatives: Reels/Stories, portfolio, offers, and social proof
Serial Reels/Stories start with a hook in the first 2 seconds: “before/after”, timelapse of the process, client’s reaction at the mirror, analysis of materials and details. The text in the frame is contrasting, with large pins and one CTA, which removes cognitive overload. Static carousels in the Feed reinforce trust: series of works, close-ups, short quotes from reviews and quality badges. Creatives with urgency triggers are used for retargeting: limited slots “today/tomorrow”, seasonal offers, guarantee of results.
Offers are divided by audience intent. The cold layer gets the benefit and style without price details; the warm layer gets a clear offer with an expiration date and indicative slots; the hot layer gets a direct jump to chat or booking/checkout with a “book now” incentive. Story rotation every 7–10 days keeps the creative pool fresh, and A/B tests test the first frame, clip length, caption, and offer wording separately to avoid mixing signals.
Audiences and geotargeting: radii, look-alike, remarketing
The geogrid is built on 1–5 km radii around key locations, adjusted for pedestrian flows, transport hubs and shopping malls. The top layer is formed by broad interests and basic demo signals; the middle layer is a look-alike on the “reservation confirmed” or “purchase” event, which reflects the behavior of the most valuable customers; the bottom layer is remarketing of portfolio visitors, product cards, Reels/Stories viewers 50%+.
Cross-overs between groups are removed through exclusions to avoid internal auction competition and CPC/CPA spikes. A separate “burst segment” promotes tomorrow’s hot slots with increased frequency and short deadlines. To expand reach without losing quality, “soft-lookalike” on checkout interactions and micro-remarketing on the “opened form, didn’t submit” event are added.
Meta Funnel: Lead Ads, Messenger/WhatsApp, Online Booking/Ordering
Lead Ads collect name, phone, area/location, and interest or SKU; budget/preferred date is added if necessary. Click-to-Messenger/WhatsApp translates warm traffic into a dialogue with quick buttons: "Available slots", "Catalog/prices", "Consultation". Ready users move into the online booking or checkout flow: location/master or product selection, date/time, deposit or payment.
The chat autoresponder sends a mini-guide, a link to the portfolio and the nearest windows, shortening the path to the decision. Remarketing returns the audience "opened the form, did not send" and "started the chat, did not book", reinforcing the offer with social proof and scarcity. The admin script focuses on three steps: qualification → recommendation → closing for booking/payment with a clear next step.
Analytics: Pixel + CAPI, events, attribution, and lead 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.