Lesia Kaplan

Social Media

Case Studies

End-to-end content strategy and execution — from concept to measurable results. All projects involved building and growing audiences from scratch with limited resources.

My Responsibilities

Led the short-form video strategy for a London-based lifestyle media brand covering food, lifestyle, and culture.
Built repeatable content formats that consistently reached audiences beyond existing followers and drove new follower growth.
Managed the full content production cycle — from ideation and scripting to filming, editing, and publishing.
Ran continuous content experiments, testing hooks, formats, and topics to identify what performed best.
Actively managed the community, responding to comments and fostering engagement with the audience.

instagram.com/londoncheapo ↗

Outcomes

1.4K → 17K+
Followers grown organically in 11 months. Account has since grown to 23K+ as several Reels continued bringing new followers.

46K+
Accounts engaged on best Reel

1.6M

Views on top video

99%+

Non-follower reach on top videos

12K+

Follows driven by single video

50K–1.6M

Views range on top performing content

A video showcasing a lesser-known alternative to London's tourist buses. Built around an intrigue-driven hook, with clear pacing that keeps attention and ends with a strong CTA encouraging viewers to try it.

1.6M+Views

12K+Follows

46K+Engagement

This video highlighting a lesser-known curry spot with very affordable prices. The concept relies on a catchy headline, simple editing, and a short format focused on delivering key information quickly, ending with a clear CTA.

360K+Views

3.2K+Follows

7K+Engagement

A video introducing a lesser-known museum in London. Using the same engaging format — a strong hook, concise editing, and a short, informative structure designed to capture attention and encourage discovery.

198K+Views

1K+Follows

10K+Engagement

My Responsibilities

Developed the brand persona, tone of voice, and positioning from scratch for a new UK outerwear brand.
Built and executed a 3-month Instagram launch strategy aimed at building an audience and generating the first sales.
Turned the brand's Instagram into a "reality show", sharing daily behind-the-scenes Stories documenting the product development process.
Created Reels and visual storytelling around print development and product reveals, while managing a content creator and producing video content myself.
Oversaw paid ad campaigns and landing page development to capture pre-launch bookings and test demand for different print designs.

Outcomes

21% ROI
On £1,000 ad budget — brand new account, new market

£0.50

Cost per target follower

150 jacket bookings

for average £2/lead

Sales conversion pre-launch

30%

Stories views rate

3 Mo

From zero to paying customers

Strategy Timeline

Month 1: Built the first audience and tested different content formats to understand what resonated most and how to communicate with potential customers.
Month 2: Launched a landing page with jacket mockups that allowed the audience to pre-book their favourite design and helped build a list of potential customers.
Month 3: Converted the previously collected leads from the booking stage into first buyers.

Key Challenges Overcome

Small budget: Built a relevant audience and converted to buyers with only £1,000
High competition: Differentiated against established fashion brands using authentic BTS storytelling
New market: First time working on the UK market — adapted strategy quickly through testing

Stories

Daily behind-the-scenes reports on how the brand was developing — day-to-day challenges, design processes, team meetings. Interactive elements included audience votes for the best print design and questions about the product concept.

30% Stories views rate Audience loyalty increase Real-time product feedback

Reels

Inspirational videos about each print's creation story and the people behind them. Fashionable content to showcase the final product and its unique design details — aimed at building interest pre-launch and driving first sales post-launch.

Creative Ads

Two types of ad formats ran simultaneously — one aimed at growing the Instagram page with new relevant followers, and one driving traffic to the landing page to collect pre-launch bookings.

£0.50

Per target follower

£2

Per landing page lead

Feed Posts

Feed posts were used primarily to establish the brand's visual identity and first impression. The grid was curated to communicate the brand's vibe at a glance — so that new visitors arriving from ads or Reels could immediately feel the aesthetic and tone of the brand.

My Responsibilities

Developed a TikTok & Instagram growth strategy focused on increasing brand awareness and follower acquisition.
Defined the core content pillars and positioning to make the brand more discoverable on social platforms.
Designed repeatable short-form video formats aimed at reaching audiences beyond existing followers.
Identified high-performing content directions aligned with platform trends and audience behaviour.
Provided strategic guidance for content execution, helping the team focus on formats most likely to drive growth.

instagram.com/retech_tradein ↗ tiktok.com/@retech_ua ↗

Outcomes

185K
TikTok followers grown within 12 months of implementing the strategy

24K
Instagram followers grown within 12 months of implementing the strategy

Up to 1M

Views on top performing TikTok videos

134K–440K

Views on top performing Instagram Reels

Short-form Video

Organic Content

Full end-to-end content creation: from ideation and filming to editing and publishing. Each piece is designed specifically for social platforms, with a clear audience in mind — combining natural visuals, strong hooks, and repeatable formats.

A hotpot restaurant review featuring the full dining experience through a voiceover, opening with an unexpected noodle performance to grab attention.

A curated list of bubble tea spots in London, presented through a simple, music-led format.

A review of a restaurant offering one of the cheapest pasta options in London, priced at just £10.

Video for the Jacquemus brand. Bags fall into place like Tetris blocks.

Video for a Ukrainian clothing brand. The goal was to highlight the skirt in the natural environment.

Video for a vintage jewellery store. Styled a festive look featuring a statement high-end piece.

Vintage earrings revealed from a cracked golden walnut.

Showcasing the step-by-step creation process, using a strong visual and text hook at the start to hold attention.

Co-creating a notebook print together with the audience, turning the creative process into an interactive, community-led series.

Documenting the making of a new lamp shade, starting with a strong visual hook to draw viewers into the process.

Drawing a graphic fish illustration step-by-step, with engaging pacing and a final reveal of the finished artwork.

Documenting the making of a new lamp shade, starting with a strong visual hook to draw viewers into the process.

Aesthetic unboxing video. Presenting an egg holder through calm, visually pleasing composition and movement.

Aesthetic stop-motion video. Using stop-motion to highlight the product through playful, design-led visuals.

Adapting the playful GRWM format to the home decor niche.

I demonstrated a simple filming technique that instantly adds depth to a shot. The video delivers quick, actionable value while positioning me as an expert, encouraging viewers to save the post and follow for more practical content tips.

Video presented in a humorous style, depicting a creative business owner seeking support for their venture. The video opens with a ringing shower tap to grab attention, followed by content that addresses audience pain points and maintains engagement throughout.

12.1KViews

6,774Reach

433Interactions

93Follows

I used a humorous tarot-reading format to highlight the most common struggles my audience faces with content creation. Each card symbolises a typical problem, and the final card reveals my product as the solution, naturally leading into a call-to-action.

I used a creative format to highlight the most common questions people have about audience research and closed the video by clearly pointing to the guide as the place where all those answers could be found.

13.6KViews

16,478Reach

329Interactions

78Follows

This video focuses on clearly explaining how the product works, starting with a strong hook and followed by a screen-recorded demo of key features. The goal was to make the product easy to understand and motivate viewers to download the app and try it themselves.

Paid Creative

UGC & Paid Ads

Paid-first creative thinking: clear messaging, strong hooks, and fast execution. With hands-on experience running and analysing Meta ads, I create UGC-style ads that feel authentic while being designed to drive leads and conversions.

Demo/Testimonial
The focus was on creating an emotional connection and highlighting the need for the product through real-life moments and relatable feelings.

Unboxing/Demo
UGC-style ad for a lamp focused on a budget-conscious audience looking for an affordable yet stylish solution, positioning the product as a simple way to elevate their space.

Demo
UGC-style video ad for a jewellery brand highlighting the everyday wearability and positioned as a timeless piece that effortlessly fits into daily life.

My Responsibilities

Created paid video creative for a mini educational product (Reels creation course for Ukrainian audience)
Wrote, filmed, and edited the ad from concept to live
Managed Meta ads campaign and optimised based on results

Results

$6–8
Cost per lead for $11.50 product — consistent lead flow

1.2–1.5%

CTR average

Consistent

Lead flow for consultation upsells

A video addressing a common creator problem — not analysing content performance. It explains how ignoring analytics prevents blog growth and leads viewers toward the course as a way to learn how to analyse and improve their content.

A video focused on demonstrating my own results and growth in social media. The goal is to build credibility and show viewers what is possible if they apply the same approach taught in the course.

A video answering a common question — why many creators struggle to grow their blogs. It breaks down key mistakes and positions the course as a solution for improving content strategy and results.

First UGC-style video ad for Bark encouraging users to find affordable driveway installation services quickly and easily through the platform.

▶ View Hook Variations

Second UGC-style video ad for Bark encouraging users to find affordable driveway installation services quickly and easily through the platform.

▶ View Hook Variations

A video explaining the benefits of print-on-demand through my own example, naturally integrating the platform interface while showing the final product.

Case Studies

Organic Content

UGC & Paid Ads

Posts & Stories

Lesia
Kaplan