An international market from zero: 1,500 followers and 300,000 views in 2 months

Grow the Instagram* account of a relocation service in the USA from zero and produce a measurable result within two months.

The client is a relocation service in Miami, USA, starting from zero: no content, no followers, no proven formats. The complicating factor was a foreign market, a different audience and cultural context — standard content templates did not work.

• Strategy: market and audience analysis, content strategy and rubric design.
• Production: shooting plan, coordination of operators, editors and designers.
• Funnel: the follower's customer journey — from the video to a business-relevant action.
• Communication: running an international client, defending the strategy and reporting on metrics.

1. 01

   Getting into the market

   I studied the expat audience: their pains, relocation scenarios, and what builds trust in a service in the USA. I analysed competitors and the formats that work in the niche abroad.

2. 02

   Content strategy and the rubric

   Instead of one-off clips, the team and I designed a running rubric — a systematic format that can be filmed regularly and answers the real questions expats have. I built the shooting plan: topics, scripts, visual style, cadence.

3. 03

   Production

   I ran filming and post-production with the agency team — operators, editors, designers — and set the process up as a conveyor: rubric → shoot → edit → publish on plan.

4. 04

   Funnel and customer journey

   Content is built into the client's journey: video warms the audience and moves a follower toward a business-relevant action. I designed the chain of reach → follow → trust → enquiry.

5. 05

   Analytics and scaling

   I tracked metrics per clip: reach, retention, follows. Formats that delivered growth were reinforced and weak ones switched off — in two months the system reached a stable result.