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Portfolio , sale of purebred kittens in the USA

International SMM promotion of the KittensUp4Sale project — sale of purebred kittens in the USA

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About the brand and the work of an SMM manager in the “gray” niche for the US market

KittensUp4Sale is a premium project for the sale of purebred kittens in the USA. The company specializes in the selection, upbringing and delivery of purebred kittens for responsible owners. The account is aimed at customers who are looking for a reliable source for purchasing kittens with documents and guarantees.

The US market limits the promotion of animal sales on social media, so we worked with a delicate "gray" targeting and content strategy, with the main focus on lead generation through Direct and the website page.

Goals achieved through SMM promotion and targeted advertising

  • Increasing the number of followers on Instagram and Facebook

  • Generating Direct leads from potential buyers

  • Setting up traffic to a high-converting website

  • Promoting content in a “gray” niche without blocking

  • Increasing brand awareness among animal lovers in the US

List of smm and targeting services implemented in the project
  • Instagram and Facebook management

  • Development of a content plan adapted to the US market

  • Connecting Facebook Pixel to your site

  • Creating Reels, Stories, photo and video creatives

  • Writing texts with workarounds to avoid a ban

  • Launching advertising taking into account the specifics of the "gray" niche

  • Developing a comprehensive targeting and retargeting strategy

  • Analysis, creative testing, reporting, A/B tests

  • Contests and interactives that stimulated activity in Direct

How we implemented targeting in the US and worked with advertising in the “gray” theme
  • Main audience: US residents aged 25–50 looking for kittens, families with children, breed enthusiasts (Bengals, British, Scottish Fold, etc.)

  • Geotargeting: all US states with a focus on major cities

  • Look-alike audiences based on site visitors, interactions, and Direct inquiries

  • Advertising formats: Reels, Stories, slideshows, videos with an emotional bias

  • Content was delivered through "lead generation" ads without direct mention of sales

  • Cloaking was not needed - thanks to the unique structure of texts and visuals

Advertising budget: from $1,000 to $5,000 per month

Results of smm promotion and targeted advertising KittensUp4Sale

  • 120% subscriber growth in the first 3 months

  • 600–800 applications in Direct every month

  • High quality traffic — 60% of users left contacts or asked questions

  • Reels collected between 150,000 and 400,000 views

  • Over 2 million advertising content impressions

  • High customer trust rating, repeat visits

The team that provided smm promotion and targeting in the US market

  • Yevgeny is an SMM manager and strategist who adapted the promotion model to the limitations of Meta

  • Daria is a content editor responsible for texts, storytelling, and videos.

  • Christina is a designer who created a cozy and emotionally rich visual presentation.

  • Artem is a targeting expert who customized campaigns for the US market, taking into account the subtleties of “gray” topics.

Conclusion

KittensUp4Sale is an example of how even in niches with strict advertising restrictions, effective SMM promotion and targeted advertising on Instagram and Facebook can be implemented. Thanks to a clear plan, emotionally-arousing content, and technical literacy, we were able to turn the page into a stable source of applications.

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