Introduction & Context:
Romarino is a respected Moroccan shoe manufacturer with a legacy in high-quality leather craftsmanship. For years, they dominated the B2B space, producing for international brands across Europe and the Gulf.
But their DTC eCommerce division—launched to establish brand independence—wasn’t taking off.
Despite stunning products and a strong factory-to-closet value proposition, the online store was:
- Bleeding ad budget on Meta and TikTok
- Suffering from low creative engagement
- Seeing <1% conversion rate despite decent traffic
The challenge? Great shoes, forgettable storytelling.
The Challenge (Pain Point & Problem Statement):
The DTC channel suffered from:
- ROAS hovering at 0.9x—losing money on every sale
- High CPA: 134 MAD (~$13), while the average product margin allowed a max CPA of 72 MAD
- TikTok CTR at 0.7% and Meta CTR at 1.1%
- Add-to-cart rate: 2.2%
- Confusion in positioning: “Are you luxury? Are you fast fashion? Are you for men or women?”
Romarino needed a brand voice, visual identity, and a performance engine.
Category
E-COMMERCE
Clients
Romarino
Location
Morocco
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
I introduced a new campaign architecture called:
“From Factory Floor to Fashion Feed”
—blending Romarino’s B2B heritage with emotionally resonant content designed for conversion.
🔹 Phase 1: Repositioning the Brand Story
Shifted from: “Handmade Moroccan leather shoes”
To: “Factory-to-closet craftsmanship—without the markup”
Crafted 3 visual content pillars:
“Made in Morocco” – BTS of artisans hand-stitching and polishing
“Styled for the Street” – Real people styling Romarino shoes in Casablanca, Rabat & Paris
“One Pair, Every Day” – Showing versatility: office, café, night out
🔹 Phase 2: Creator-First Ad Strategy
Sourced 6 local creators (4M–30K followers range) for UGC-style videos
Briefed them to act like customers, not influencers:
“Unbox with me”
“3 ways I style these loafers”
“Why I returned my other sneakers after trying Romarino”
Deployed ads in a modular format: hook + benefit + lifestyle shot
→ A/B tested against carousel & static product shots
🔹 Phase 3: Funnel Optimization
Built mobile-first landing pages with:
Clear benefits: comfort, durability, Moroccan-made
Limited-time offer for bundles (e.g., 2 pairs = 20% off)
Section showing B2B credibility: “Trusted by X, Y, Z global brands”
Retargeting strategy:
Video viewers > 50% → DPA with creator reviews
Cart abandoners → WhatsApp sequence with FAQs, size guide, and testimonial GIFs
The Challenges & Roadblocks:
- Creative fatigue on Meta after week 2
→ Introduced dynamic creative testing using 9 hooks per ad set
- Product pages too slow on mobile
→ Compressed assets, lazy-loaded scripts, and removed Instagram feed widget
- Women’s shoes underperformed despite equal ad budget
→ Reallocated 65% of spend to men’s line which drove 78% of conversions
The Results & Impact (Before vs. After Data Comparison):
KPI | Before | After (45 Days) | Change |
ROAS | 0.9x | 5.1x | +466% |
CPA | 134 MAD | 47 MAD | –64.9% |
TikTok CTR | 0.7% | 3.4% | +385% |
Meta CTR | 1.1% | 2.9% | +163% |
Add-to-Cart Rate | 2.2% | 5.6% | +154% |
WhatsApp Recovery Rate | N/A | 27% | New acquisition channel |
Monthly Revenue | 41,800 MAD | 131,400 MAD | +214% |
Notably, the best-performing ad featured a creator saying:
“I thought I needed Italian shoes… until I tried these handmade Moroccan loafers for half the price.”
→ This video alone generated 8,900 MAD in 4 days at a ROAS of 9.2x.
Key Takeaways & Lessons Learned:
✅ Factory-to-closet messaging resonates. Consumers want authenticity + fair pricing, not just aesthetics.
🎥 Creator UGC beats polished product shots. Raw, real storytelling drove 70% of conversions.
📱 Mobile funnel hygiene = performance. Just speeding up pages added 1.7% to conversion rate.
📊 Sometimes the winning SKU isn’t what you expect. Men’s loafers dominated even though focus was initially on women’s fashion.
🧩 DTC + B2B credibility is a hidden weapon. “If X brand trusts Romarino, I can too.”
Conclusion & Final Thoughts:
By transforming Romarino from a behind-the-scenes manufacturer into a front-facing fashion brand, we unlocked the power of modern storytelling + local pride.
This case shows what’s possible when full-stack digital marketing aligns product, positioning, and platform.
The next step?
Launching in France with creator-led content in French and building affiliate partnerships with Moroccan fashion resellers.
Want to turn a legacy product into a DTC powerhouse?
Let’s write your next success story—one SKU at a time.
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