Case studies - U.S. & Europe

Starting point:

• Content on the account was targeted only at PMU procedure clients — mainly lip photos and personal shots.
• +- 1,000 Story views, assumed to be mostly potential PMU clients.
• Stories were the only sales channel.
• Client flow from Instagram and word of mouth was unstable.
• No funnels or structured marketing systems in the blog.
• No digital products in place.
• Occasional offline PMU masterclasses with irregular sales.
• Lack of clarity on what content to create and how to sell through Stories without burning out.

What we did:

• Conducted audience research through surveys (via warm-up Stories and Reels) and discovered that the 1,000 Story views mainly came from friends and acquaintances, not target clients.
• Identified target customer avatars and conducted customer development interviews to define the first digital product concept.
• Rebranded and repackaged the Instagram account, implementing content funnels across posts, highlights, and Reels.

• Created a digital product — “Instasculpt” — designed for PMU artists whose main pain points are the lack of a steady flow of paying clients from Instagram and the inability to keep their appointment calendar fully booked a month in advance.

This digital product was designed with a broader audience of beauty professionals in mind — not only PMU artists, but also those in nails, hairstyling, brows, lashes, and related niches. The reasoning: their pain points, desires, objections, fears, and income challenges are highly similar and relevant across these professions.

• Created a sales-pitch presentation and made the first 3 Early Bird sales at $1,900, testing the initial hypothesis.
• Ran a supporting warm-up campaign in Stories — supplementary, not the main sales channel.
• Implemented a Reels strategy combining sales-focused and engagement-focused content — Reels as a warm-up.
• Integrated a Reels funnel with a qualifying survey leading to a call for consultation and breakdown. While the Reels didn’t generate huge view counts, they consistently drove leads into the survey.

• Created a website to integrate paid traffic campaigns via Meta, and built a funnel for paid traffic using “Messages” and “Conversions” objectives.

• Set up a sales department with 2 English-speaking closers, and implemented sales processes and scripts.

Results after 1.5 months of launch:

• Total leads: 84 (80% from the US, 20% from other countries)
• Reels funnel: 31 leads | Paid traffic: 53 leads
• Budget: $2,680 | Average cost per lead: $50
• Conversion to sale: 25% from Reels funnel | 37% from paid traffic
• Total sales: 29 (including Early Bird sales)
• Revenue: $62,640
• Funnels were tested on both organic and paid traffic and are ready for scaling.

Starting point:

• Strong expertise in business, but unclear how to enter the digital education space effectively.
• No digital products apart from offline masterclasses.
• No team to implement an info-business strategy.
• Personally involved in content creation, leading to high workload.
• No funnels in the blog related to digital products.
• Content was exclusively expert-focused, aimed at attracting nail procedure clients.

What we did:

• Conducted two launches totaling $215,500 over a 1.5-month period.
• Performed in-depth audience research via surveys (warm-up through Stories, Reels, and lead magnets) to understand audience pain points and identify avatars within the account.
• Selected target avatars and conducted customer development interviews to design the first digital product, prioritizing salon owners, with nail technicians as the secondary audience.
• Rebranded and repackaged the account, implementing content funnels across posts, highlights, and Reels, and created a brand identity.

• Created a digital product — “NAIL BUSINESS SYSTEM” — designed for salon owners, whose main pain points are financing & profitability, team building, and marketing & client attraction.

• After creating the product framework, we created a sales-pitch presentation based on a selling structure.
• Using this presentation, began private sales from the audience research and customer development database — first 5 Early Bird sales made.
• Ran a supporting warm-up campaign in Stories.
• Implemented a new Reels strategy combining sales-focused and engagement-focused Reels to generate leads for consultations.
• Built a funnel specifically for generating leads for consultations.

The second stage of the launch consisted of 4 phases:

• Warm-up for the lead magnet and maximum collection of contacts — 3,200 contacts collected.
• Warm-up for pre-enrollment — 1,050 contacts collected.
• Warm-up in Stories, Reels, and a private WhatsApp channel.

• Conducted a 1-day workshop — 600 participants at peak attendance.

• Private live review session for members of the closed channel — 58 participants.

• Set up a sales department with 2 English-speaking closers and setters, with plans to expand for cold traffic in the future.

Results after 2 months of launch:

• Created 2 digital products for 2 main avatars, generating $55,500 in the first stage.
• Second stage of the launch — $160,000 revenue without using cold traffic.
• Total revenue: $215,500.
• Funnels were tested and validated, and we are now building the online academy — BEAUTYCEOACADEMY with the expert, based on the two main funnels:

1. VSL funnel for organic traffic via Reels

2. VSL funnel for paid traffic via Meta

Starting point:

• No strong strategy or funnels in Reels — content was educational only, aimed at audience growth.
• No funnels in the blog.
• Previous launches generated small revenues ($10,000–$15,000).
• No team — the expert handled most tasks himself, including editing Reels.
• Experienced burnout after each launch.

What we did:

• Conducted audience research through a survey (warm-up via Stories and Reels) to understand what the audience truly wants.

• We identified target avatars and conducted customer development interviews, which helped us understand what needed to be added to the current info-product, EnglishAtTheReady Club – an online English learning club – in order to increase the price of the highest-tier plan from $500 to $1000.
• We created an affordable product priced at $30 for the non-paying segment of the audience (which made up 80% of the account).
• We repackaged the account by implementing content funnels in posts, highlights, and Reels.
• We introduced an automated Instagram Speed-funnel using a lead magnet to warm up the existing audience and databases while attracting new users.
• We implemented a content strategy and continuous audience warming across five main channels: Instagram, Instagram Channel, WhatsApp, Telegram, and YouTube.
• We developed and launched a Reels strategy with warming content to achieve maximum reach during the launch.
• Within 2 months of the launch, we grew the audience by 400,000 followers (that's crazy)

• We created and conducted a free workshop to drive the main sales, which peaked at 5,000 participants.

• We implemented an English-speaking sales department consisting of 3 closers and setters, including scripts and standard operating procedures (SOPs).

Results from the first 2 months of the launch:

• A total of 884 qualified leads were generated (the biggest problem was that 80% of the audience were from low-income and sanctioned countries, and only 20% from the US and Europe).
• Total sales of the $30 product: $11,670
• Total sales of the front-end product with an average check of $500: $117,230
• Total revenue: $128,900

We achieved record revenue and built a system for scaling the online school.