1. Introduction & Context:
Romarino is a Moroccan shoe brand and manufacturer with two primary revenue streams: bulk production for other brands and direct-to-consumer (DTC) sales via eCommerce. While the company had strong B2B sales, its DTC eCommerce segment struggled with high acquisition costs, low engagement, and poor ad conversion rates on Meta and TikTok.
The brand needed a strategic revamp to improve its return on ad spend (ROAS), decrease customer acquisition costs (CAC), and optimize engagement.
2. The Challenge (Pain Point & Problem Statement):
Romarino faced multiple challenges in its DTC marketing campaigns:
- High CAC: Paid acquisition costs were rising, with a CPA of $38 while the average order value (AOV) was $55, leaving minimal profit margins.
- Declining Engagement: CTR had dropped from 2.8% to 1.4%, resulting in lower traffic and conversions.
- Ad Fatigue & Creative Inefficiencies: Ads were being flagged for low engagement, leading to increased CPMs and reduced visibility.
- Scaling Limitations: Previous attempts at increasing ad spend led to diminishing returns, making scaling unfeasible.
Category
Media Buying Meta/Tiktok
Clients
Romarino
Location
Morocco
Led & Executed by:
Mohamed Chourouki
3. The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To turn things around, we executed a structured, data-driven media buying strategy:
Phase 1: Deep Audience Analysis & Segmentation
- Shifted from broad targeting to segmented Lookalike Audiences based on high-intent actions:
- 2% LAL from purchase data
- 3% LAL from Add-to-Cart & Initiate Checkout users
- 5% LAL from 50%+ video watchers on TikTok
- Built custom retargeting funnels focusing on:
- Abandoned Cart (last 7 days)
- Engaged Viewers (last 14 days)
- Repeat Visitors (last 30 days)
Phase 2: Ad Creative Optimization
- Introduced Dynamic Creative Testing with AI-generated variations of:
- Carousel ads showcasing bestsellers
- UGC-style TikTok videos with testimonials
- Short-form storytelling ads (problem-solution approach)
- A/B tested hooks based on psychological triggers (scarcity, social proof, exclusivity)
Phase 3: Smart Bidding & Budget Allocation
- Switched from manual bidding to Automated Rules:
- Increased budget by 20% on ad sets with CPA < $20
- Cut spend on ad sets with CPC > $1.50
- Used Bid Caps to stabilize CAC while scaling: $20 bid cap on conversions
- Leveraged Advantage+ Shopping Campaigns (ASC) on Meta to optimize placements dynamically
4. The Challenges & Roadblocks:
- Ad Policy Rejections: Some creatives were flagged due to wording around comfort and durability claims. We adjusted messaging to align with platform guidelines.
- Initial Scaling Resistance: When increasing the budget rapidly, CAC spiked. We resolved this by scaling gradually and focusing on high-performing segments first.
- TikTok Attribution Delays: To counter misattributed conversions, we used UTMs and cross-checked data with Google Analytics.
5. The Results & Impact (Before vs. After Data Comparison):
Metric | Before (Baseline) | After (10 Days) |
ROAS | 1.5x | 5.2x |
CPA | $38 | $14 |
CTR | 1.4% | 4.9% |
AOV | $55 | $68 |
Conversion Rate | 2.1% | 5.8% |
6. Key Takeaways & Lessons Learned:
- First-party data is crucial: Leveraging website visitors and purchase history for LAL audiences significantly improved acquisition efficiency.
- Creative variation matters: UGC-style ads and dynamic creatives drove 47% higher engagement compared to static images.
- Gradual scaling works best: A structured budget increase strategy ensures stability and prevents rising CPAs.
- TikTok is a powerful acquisition tool: With the right audience targeting and short-form content, TikTok delivered a CPA 30% lower than Meta.
7. Conclusion & Final Thoughts:
By implementing a structured media buying strategy, we turned Romarino’s struggling eCommerce segment into a profitable channel. Through precise audience segmentation, optimized creative assets, and smart budget allocation, we built a sustainable, scalable model that continues to generate high returns.
This case study showcases the power of data-driven advertising, proving that even in competitive markets, a strategic approach can drive exponential growth.
EN 
FR 
RU