MASH × MONIKA SEREK PHOTOGRAPHY

200K followers. Great courses. And an expert who still had to be everywhere.

We helped photographer and educator Monika Serek build a sales system that could keep working without another big launch, another webinar, or another week spent preparing Instagram Stories.

• 1,410 entry-level products sold
• 130 course sales
• +9,234 Instagram followers

• Client: Monika Serek Photography
• Market: Poland & International
• Period: Feb – Sep 2026
• Channel: Meta Ads, content, launches
• Mash did: Strategy, Meta Ads, content, SMM, launch support, funnels

Meet Monika. She knows a thing or two about photography.

Monika Serek has been working in photography since 2011. She teaches photographers in Poland and internationally, helping them improve their technical skills and build careers around their work.

Over the years, she’s built a community of around 200,000 Instagram followers and developed an entire education business, from practical posing guides to professional courses and a Photography Academy.

The expertise was there. So were the products and the audience. But there were only so many hours in Monika’s day.

Every launch needed Monika. A lot of Monika.

The business was selling courses through content, warm-up campaigns and webinars. It worked, but preparing each launch required Monika’s direct involvement.

Stories to record. Content to prepare. Webinars to host. Another sales cycle to manage.

We needed a way to keep bringing in customers between launches and give Monika more room to focus on creating products and running her business.

We gave people a smaller first step.

Instead of expecting new audiences to commit to a major course immediately, we built the customer journey around accessible products.

One of them was Monika’s posing cards: a practical tool photographers could buy for $15 in digital format or $80 in print.

We connected those products to Meta Ads, educational content and follow-up communication, creating a path from a first purchase to more advanced courses.

We also took over content strategy, social media and launch support, keeping Monika’s own voice and visual style at the centre. And we expanded beyond Poland, testing the US market before reaching more international audiences.

Of course, the first idea wasn’t always the winner.

We tested selling courses priced at $500+ directly to cold audiences. Some campaigns made sales, but the economics weren’t convincing enough to build the whole system around them.

The smaller products performed better as an introduction to Monika’s teaching. In the working funnel, those initial sales could cover advertising costs before customers moved on to a larger course.

Creative needed adapting, too. Educational videos worked well in Poland and other European markets, while direct, benefit-led static ads performed better in the US.

More sales. Less pressure on the person behind them.

• 1,410 entry-level sales
• 130 main course sales
• 800 webinar registrations
• 1.7M Instagram views

Between February and September 2026, the project generated 1,410 sales of entry-level products, 130 sales of main courses and 800 webinar registrations, with 48,000 PLN in Meta Ads spend.

The content system grew alongside advertising. Between June 16 and September 1, Instagram content received 1.7 million views and brought in 9,234 new followers.

Most importantly, Monika was able to step back from much of the daily marketing and sales work. Her team now handles more of the processes that previously depended on her personal involvement.

The next step is further automation, including evergreen webinars.

Results reflect the reporting periods provided in the project case study.

CREDITS

• MASH: Marketing strategy, Meta Ads, content strategy, SMM, launch support, analytics and funnel development.
• Monika Serek: Photography expertise, educational products, teaching and brand development.