Details on SMM promotion and AI optimization of the Instagram account https://www.instagram.com/korobky.tepla/
Project: “Korobky Tepla”
Website: instagram.com/korobky.tepla
Industry: Charity
Region: Ukraine
Platforms: Facebook, Instagram
Client’s Request
“Korobky Tepla” (“Boxes of Warmth”) is a volunteer initiative created to support elderly people living in frontline regions of Ukraine. The main goal is to raise funds, purchase essential items and deliver them directly to those most in need. The project exists thanks to partners, donations and caring individuals.
Solution
LuxSite joined this project on a charity basis. We took full responsibility for communicating the initiative through Instagram Stories. Our task was not only to create visuals but to design a series of heartfelt, emotionally engaging stories that would motivate people to help.
We understood that to encourage donations and reposts, we needed to speak directly to people’s hearts. The stories had to do more than inform – they had to move, inspire and motivate viewers to act here and now.
Goals
✅ Increase awareness of the “Korobky Tepla” charity project among the target audience.
✅ Attract new followers, potential donors, and partners.
✅ Boost organic reach and engagement on stories and posts.
✅ Ensure a steady flow of donations and informational support via social media.
Tasks
✅ Develop an SMM strategy for the project’s communication.
✅ Fill the page with touching, human-centered and relevant content reflecting the initiative’s mission.
✅ Organize blogger and partner outreach for free informational support.
✅ Build effective communication with followers – respond to messages, requests for help, and comments, monitor audience mood.
Implementation
✅ Developed and implemented a content strategy for Instagram focused on emotional audience engagement.
✅ Created a unique visual concept for Stories.
✅ Produced storylines and key themes designed to deeply resonate with viewers.
✅ Conducted blogger outreach – including notable support from Ruslan Kostov (Zavaduk) from 1+1 TV channel, who reposted our content and encouraged others to help.
✅ Regularly updated Stories with emotionally driven formats – polls, questions, calls to action, real-life stories.
✅ Increased audience involvement through interactive Stories – quizzes, polls and behind-the-scenes content.
Більше
Results
The previously inactive page now has 2,139 followers.
Average account reach within three months (even without active posting) – up to 12,000.
Total Reels watch time exceeds 5 hours.
A QR code for donations was also integrated into the Stories for easy support.
The first step was to dive deeply into the project’s context. We studied volunteer materials and analyzed the emotional perception of the audience encountering these Stories in their feed. This helped us form several communication directions:
- Reports: showing exactly who receives the help.
- Visual warmth: cozy items, postcards, caring hands, candlelight.
The formats that worked best in Stories included:
- Photo series with touching captions.
- Videos showing the process of assembling the “Boxes of Warmth.”
The tone of voice was crucial – it had to be warm, human and sincere. We avoided excessive pity or pathos, focusing instead on hope, compassion and unity.
Main story themes:
- Every donation is a piece of warmth for someone lonely.
- Why helping elderly people in frontline areas matters.
- Transparency: showing partners and the donation process.
- Results and progress updates – reinforcing that every contribution counts.
The next step was collaboration with Bloggers.
We independently:
- Searched for value-aligned influencers.
- Invited them to join via free reposts.
- Built genuine communication, explaining the project’s meaning.
A highlight was when Ruslan Kostov (Zavaduk), a well-known Ukrainian producer from 1+1, reposted and praised the initiative. His active audience significantly expanded the project’s reach.
Conclusion
The project gained not only financial support but heartfelt engagement. People:
- Asked if “Korobky Tepla” could help someone they knew.
- Followed the stories closely and worried if no updates appeared for a few days.
- Sent words of encouragement and shared our stories.
This became the best proof that our communication resonated – uniting people around a common good cause.
Thanks to collective effort, the project now enjoys steady donations and strong informational support.
LuxSite’s storytelling managed to:
- Touch people’s hearts.
- Engage bloggers to support the initiative for free.
- Show the human face of charity – sincere, warm and full of light.
We’re proud of this project. For our team, it’s a story about humanity, timely support and the power of unity.