Hello from Africa / Full-service promotion of video greetings
How to build an autonomous marketing system for eCommerce
Key project metrics
Who the client is
Hello from Africa is an eCommerce company with a unique product (personalized video greetings from Africa). The business was profitable but ran into typical growth problems: no KPIs, unsystematic marketing, manual data collection, and the founder as the key bottleneck.
What the client needed
Build an autonomous marketing system that doubles profit, frees up the founder’s time, cuts spend on ineffective actions and turns marketing into a managed profit center.
What we did
Systematizing the marketing
We separated performance and brand marketing and defined clear KPIs, roles and areas of responsibility. We introduced a results-based incentive system and built a single dashboard of key metrics (ROAS, CPA, Conversion, Net Profit).
The operating structure
We introduced task tracking and regular reporting (daily, weekly, monthly). We built structured communication in Slack with dedicated channels. We optimized media buying in Meta Ads, Google Ads and TikTok Ads.
Geographic expansion
We worked simultaneously with 4 markets (Poland, the Czech Republic, Ukraine, the USA), adapting messages and creatives to local specifics. For each region we separated the funnels and KPIs and analyzed profitability individually.
Data instead of intuition
We built transparent analytics with daily, weekly and monthly reporting. Marketing was set up as a separate financial unit with profitability per area. Budget losses on ineffective decisions were reduced.
Control without micromanagement
The founder gained full control over marketing without constant involvement. The team works in sync: everyone knows their role and area of responsibility.
Results achieved
What it gave the client
The complete marketing architecture we built allowed Hello from Africa to stabilize profit, free up the founder and turn marketing from a cost item into a managed profit engine. The company got a system that works without the owner’s constant involvement.
Screenshots and creatives
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