Inspired by the Mahi-Mahi—a vibrant, subtropical fish— Maaji was created by sisters Amalia and Manuela Sierra in Columbia and sells swimwear that is sleek, stylish and sustainable.
Maaji approached Darkroom with the challenge of helping them scale internationally and had ambitious growth goals for the United States market. Initially, Maaji had a modest international advertising budget, and needed to validate their entry into new markets before investing more. Darkroom delivered an end-to-end digital acquisition strategy for Maaji’s e-commerce operations, resulting in a 10x return on investment. Over out two-year partnership, we scaled Maaji into a multi-million dollar e-commerce business.
Conversion Rate Optimization
Revenue Growth over 3 year period
Consistent Scaling Marketing Efficiency Ratio
Scaled Paid Social Ad spend
Increase in Paid Social ROAS
Over the course of our engagement, we focused on creative strategy and leveraging demand trends to optimize growth. We started with rich data-backed financial planning, which allowed us to deploy ad spend efficiently across geographical markets and channels. Building on this foundation, we devised a fresh brand art direction alongside distinct social media creative, skillfully amalgamating platform-native content and user-generated content with refined editorial pieces.
We tested email templates to identify high-performance copy and creative, tested different send-times, and implemented a 30-day lead nurture flow to revisit warm leads are revisited. We additionally optimized for the seasonality of the swimwear market and notified prospective customers of seasonal sales and price drops. This strategy not only generated additional revenue during peak months but also enabled us to economize on ad costs during slower months, thus amplifying the brand's profitability. As a result, Maaji successfully reduced the average time span between the first and second orders from 65 days to a remarkable 12 days.
We initiated a strategic overhaul of Maaji's paid advertising on Facebook and Google, testing various designs and strategies to optimize visibility and conversion. This culminated in the formulation of a fresh creative direction for the brand, accompanied by the creation of distinct standalone social media content. The resounding success of these endeavors propelled Maaji to scale their paid social ad spend by16x, concurrently nurturing brand affinity and facilitating conversion in previously untapped markets.
By focusing on repeat customer retention, we achieved tangible results in elevating Maaji's customer lifetime value and revenue margins. We restructured Maaji's landing pages and interfaces, optimizing click-through rates and boosting conversion rates for this valuable customer segment. As a result, Maaji experienced a 126% increase in retention revenue and 37% improvement in customer lifetime value.