Portfolio , sale of purebred kittens in the USA
International SMM promotion of the KittensUp4Sale project — sale of purebred kittens in the USA
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.
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 — purebred kittens in the USA: UGC-trust, waitlist and deposits
UGC series, TICA/CFA badges, and short guide videos build trust and translate interest into requests: “check availability,” “add to waitlist,” “transfer terms.” Meta analytics (view_content→lead→deposit) keeps CPL on target and prepares for scale.
Goals and KPIs: waitlist/US deposit, CPL in goal
Business goal — quality leads for kitten reservations, waiting list and selector consultation. Marketing goals — CPL reduction, CAC control and ROMI>1 in the first waves. Additional benchmarks — increasing the share of verified calls, increasing subscribers and maintaining a positive tone of comments.
KPIs included CPL on lead forms, CR from viewing a kitten card in a request, share of video views 50%+, time to first contact, share of duplicates and no-shows. The plan-fact was updated weekly, budgets were reallocated to connections with better metrics. Readiness for scaling was confirmed by the ROMI track of kittens sold. The same framework is needed - fix the goals and launch the first sprint.
Goals and KPIs: waitlist/US deposit, CPL in goal
Segmentation was built around intent: “ready to buy,” “researching breeds,” “interested in kennels,” “care and veterinary.” Cold audiences were gathered based on breed interests (British Shorthair, Maine Coon, Scottish Fold, Sphynx), warm audiences were gathered from profile interactions, Reels views, and landing page clicks. Lookalikes were trained on “quality leads” events.
The creatives kept a balance of emotions and facts: short vertical videos about temperament and care, carousels with photos and pedigrees, stories with Q&A, static offers with bonuses (starter kit, microchipping, vet consultation). A single identity, subtitles, clear CTAs and “TICA/CFA registered” badges strengthened trust. The next step is obvious — prepare UGC from owners for the new wave of Reels.
Audiences and creatives: UGC, Reels, TICA/CFA badges
Traffic was driven in a mixed model: Facebook lead forms for quick applications and traffic to landing pages with micro-fireplaces - test drive, payment calculator, trade-in application. Chat and call picked up warm leads without unnecessary steps. Separate campaigns for reach and video views warmed up populations before the wave of lead generation.
Friction reduction was achieved through short forms, autofill fields, and clear prompts. Retargeting was built in a cascade: video viewing → site visitor → model viewing → lead. Such a funnel brings social media promotion to stable indicators and prepares the basis for seasonal offers. We are ready to simplify the lead's path — we will implement your cascade without delay.
Funnel: lead form/landing, US shipping FAQ, lead→deposit tracking
Optimization was done in three layers: offers, visuals, delivery mechanics. Value propositions (pedigree, socialization, early grooming), comparative creatives "breed vs. family needs", long/short captions, Reels/carousel/static formats were tested. Budgets were redistributed daily towards groups with the best CTR and CR, automatic rules stopped ineffective connections.
Analytics were collected by UTM, events “view_content”, “lead”, “deposit”, and ROMI was calculated based on validated sales and margin, taking into account veterinary and logistics costs. Additional quality indicators — time to first contact, percentage of duplicates, no-show rate. The discipline of tests maintained the trend of decreasing CPL and increasing ROMI. Readiness to scale — consolidate winners and increase budget share.
Optimization: A/B offers, CPL auto-rules
The results are tangible on three levels: applications, awareness, and marketing infrastructure. Lead generation has become predictable, CPL is staying within the target range, and the brand has received steady organic growth thanks to UGC and useful content. The infrastructure includes a creative library, ad templates, retargeting segments, and a KPI dashboard.
Scaling is deployed in the following directions: regional campaigns in states with high demand, new litter promotions, partnerships with veterinary clinics and pet services, as well as seasonal waves (winter holidays, spring demand). This approach maintains ROMI, reduces dependence on individual ads, and provides a margin for growth. It's time to act - book a consultation and get a launch roadmap for your kennel.