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.