Portfolio , sex shop promotion
SMM promotion of the sex shop Gkaif using targeting in the "gray" theme
About a brand and an SMM manager working with a delicate niche
Gkaif.com is an online store of intimate products that offers a modern approach to sexual health, pleasure, and freedom of choice. The online platform is aimed at an adult audience looking for high-quality, aesthetically presented, and anonymous service.
The client requested promotion on Instagram and Facebook, with advertising setup in a "gray" niche - through cloaking systems and an individual strategy for bypassing Meta moderation.
Goals achieved through SMM promotion and targeting
Increasing the number of followers and brand awareness
Increase orders via website and Instagram Direct
Launching and running advertising campaigns in a “gray” niche with cloaking
Creating content that balances aesthetics, provocation, and safety
Building trust and an active audience around an intimate brand
SMM and targeted advertising services implemented in the project
Instagram and Facebook management
Creating a content plan taking into account sensitive topics
Production of Reels, photo and video content
Writing texts that combine style, information, and "light eroticism"
Developing a creative strategy to avoid bans
Setting up Facebook Pixel on your website
Launching advertising through cloaking systems
Campaign optimization and scaling
Regular analytics, A/B tests, contests, and engagement through Stories
How we implemented gray niche targeting and avoided advertising bans
Separate storefronts and landing pages for cloaking were created
Geotargeting: Ukraine, Poland, EU countries
Behavioral audiences: users who interact with intimate topics
Look-alike audiences by saves, conversions, orders
Using sensitive phrases in creatives and videos, without trigger words
Interest targeting: sexology, relationships, gifts for couples, adult games
Promotion through Reels, Stories, banners, video reviews
Advertising budget: from 25,000 to 60,000 UAH per month (depending on traffic volume )
Results of smm promotion and targeted advertising for Gkaif
70% increase in subscribers in the first 2 months
Over 1,000,000 content exposures thanks to video advertising
Up to 800 applications and orders per month via the website and Direct
Creatives are moderated 9 out of 10 times — thanks to expertise in cloaking
Content is actively shared, saved, and sparks discussion
An active subscriber base has been built, who not only buy but also communicate
The team that worked on smm promotion and targeting for the sex shop
Evgeny is an SMM manager and strategist who built an approach to promotion in gray topics
Daria is a copywriter and content editor, responsible for texts, tone of voice and Reels.
Christina is a designer who created an erotic-aesthetic visual style.
Artem is a targeting expert with experience in gray niches and deep knowledge of cloaking.
Conclusion
Gkaif.com is an example of how even in a niche that is difficult to promote, you can build effective SMM promotion and launch targeted advertising on Instagram and Facebook. The main thing is experience, a competent strategy, and boldness in creativity.
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: sex shop
The case shows how an 18+ store gets stable sales from Instagram and Facebook without violating policies and risking blocking. The strategy is based on three pillars: neutral visuals (packaging, infographics, materials), serial Reels/Stories with correct captions and one CTA, as well as catalog campaigns for conversions. Click-to-Message dialogs in Messenger/WhatsApp are used to select models and resolve customer doubts about size, material, silence and discreet delivery. Quality signals are collected via Pixel+CAPI: from viewing the card to payment. The “seen → clarified → issued” route is shortened by retargeting and response templates in the chat, which keeps CPL and CAC within niche benchmarks and ensures increasing ROAS/ROMI.
Goals and KPIs: CPL, CAC, ROAS/ROMI, repeat purchase rate
The benchmarks are structured by phases. Test: CTR in cold layers ≥ 1.0–1.5%, CPL within the category benchmark, Valid Lead Rate and the share of valid numbers/emails at a level that allows the manager to quickly close deals. Scale: maintaining CAC taking into account returns, stable ROAS for catalog campaigns, increasing the share of “paid among initiated” and reducing the response time in the chat. Stabilization: ROMI “in the plus” on a monthly horizon, forecasted order volume and repeat purchases within 60–90 days. Additional indicators — share of sets, average check, WoW/MoM dynamics by creative series, impression frequency and audience fatigue level. Data is summarized in a dashboard where advertising metrics correlate with operational ones: SLA responses, bounce rate, reason for cancellation or return.
Creative strategy: Reels/Stories, carousels, risk-free UGC
Creatives are built around safe angles: packaging, material textures, charging, noise level, warranty and service. Reels/Stories start with a hook in the first 2 seconds: “new color/material”, “how to choose a size”, “top 3 features”, “product care”. Demonstrations of use are not allowed - instead, icons, infographics and short titles with one CTA work (“Learn details”, “Check availability”). Carousels in the feed structure information: 1 - benefit, 2 - characteristics, 3 - equipment, 4 - care, 5 - delivery/warranty conditions. UGC is moderated: only neutral reviews about service, speed, packaging and discreteness remain. Rotation of stories every 7–10 days maintains CTR and reduces CPM, and A/B tests change the first frame, the length of the video and the formulation of the benefit without mixing hypotheses.
Audiences and targeting: interests, lookalikes, remarketing
Segmentation includes broad e-commerce and lifestyle interests, behavioral clusters “active online shoppers”, look-alikes on Purchase/InitiateCheckout events and remarketing of catalog visitors, Reels 50%+ viewers and users who opened the form/cart. Audience intersections are removed with exclusions so as not to create internal competition in the auction. Frequency is controlled by caps; “burst segments” are used for short promotional windows. Geoclusters are connected if there is a warehouse/pickup point for relevant promises regarding terms. Creatives are localized by region: delivery options, schedule and return policy are specified. To expand without sagging quality, soft look-alikes are added on micro-events (ViewContent→AddToCart→InitiateCheckout), which gradually increase intent without a sharp increase in CPA.
Meta Funnel: Lead Ads, Click-to-Message, Directory/Checkout
Lead Ads collect a minimum of fields (name, contact, city) and an interest mark; further selection takes place in the chat. Click-to-Messenger/WhatsApp campaigns provide quick buttons: "Select model", "Price/availability", "Delivery/warranty". Catalog campaigns work on ready-made demand: product cards with a photo of the packaging, characteristics, a "discreet delivery" mark and the corresponding copyright. The manager's script is based on three steps: clarifying the task, recommending a model/kit, and a link to the checkout. Autoresponders send a concise guide on care and guarantees, and abandoned forms/carts are returned by remarketing with soft arguments of the service. After the purchase, a loop of reviews and offers for accessories/kits is launched, which increases LTV without aggressive discounts.
Analytics: Pixel + CAPI, Events, Attribution, and Data Quality
Technical base — Meta Pixel paired with Conversions API for a stable signal and closing of offline/chat conversions. Events cover the path: ViewContent (catalog/guides), AddToCart, InitiateCheckout, Purchase, Contact/Lead. Test URL and "debug windows" check triggers before scaling. 1/7/28 day attribution is checked with web analytics and CRM; dashboard combines CPM, CTR, CPC, CPL/CPA, CAC, ROAS/ROMI and operational indicators — first response time, Valid Lead Rate, paid-rate among initiates, share of repeat orders and returns. Sprint log records hypothesis → budget → expected effect → decision (scale/reinstall/stop). It is the discipline of measurements that allows you to increase the budget without ROMI sagging and maintain stable revenue, taking into account 18+ policies and brand safety.