01. Project Overview

SH GIFT is a Moroccan e-commerce brand offering personalized products and gifts.

This project focused on promoting the Custom Morocco Jersey.

Customers could personalize their Morocco jersey with their preferred name and number, making the product more personal and meaningful.

The main advertising message focused on customization, product presentation, and customer trust.

My responsibility was to manage the Meta Ads strategy and build a performance-focused acquisition approach.

The objective was to generate website purchases, reach relevant customers, and improve campaign efficiency through continuous optimization.

02. The Initial Challenge

The main challenge was to promote a customizable product in a competitive e-commerce market.

Unlike a standard jersey, customers needed to understand that they could personalize the product with their own name and number.

The advertising strategy therefore needed to communicate three things clearly:

• The Morocco jersey design.

• The available name and number personalization.

• The value of ordering a customized product.

Another important consideration was customer trust.

Customers purchasing online need confidence in the product, its quality, and the ordering process.

The campaign needed to combine attractive product presentation with clear messaging and a convenient purchase journey.

03. Tracking & Measurement Implementation

A reliable tracking system is important for measuring campaign performance and understanding customer activity.

For the SH GIFT project, the tracking workflow included the following technologies and measurement components.

Tracking Technologies

Meta Pixel: Website event tracking and conversion measurement.

Meta Conversion API (CAPI): Server-side conversion tracking.

Google Tag Manager: Centralized tag and event management.

Google Analytics 4: Website analytics and user behavior measurement.

Stape: Server-side tracking infrastructure.

Website Conversion Tracking: Measuring website order submissions and purchase events.

WhatsApp Conversion Tracking: Measuring conversions generated through WhatsApp campaigns.

Purchase Confirmation Tracking

The wider SH GIFT order management workflow included CRM-based management of website orders, WhatsApp orders, and call center operations.

Purchase confirmation information could be connected with Meta through the tracking implementation.

This helped create a more complete measurement process for the COD business model.

The specific events and confirmation signals used for this jersey campaign should be verified against its tracking configuration before publishing them as campaign-specific implementation details.

04. Meta Ads Strategy & Campaign Performance

The campaign strategy focused on promoting the Custom Morocco Jersey through Meta Ads.

The product had a clear selling point: customers could personalize their jersey with their own name and number.

The campaign structure included different ad sets and creative approaches to identify which combinations generated stronger results.

Campaign Strategy

1. Website Sales Campaign

Focused on generating direct purchases through the SH GIFT website.

The advertising directed potential customers to the product page, where they could explore the jersey and personalize it.

2. Audience Testing

Different audience approaches were tested to identify potential customers interested in Morocco jerseys, football, and personalized products.

3. Creative Testing

Different product presentations and advertising messages were used to evaluate which creative approaches attracted customers and generated purchases.

Campaign Naming & Ad Set Structure

The supplied Ads Manager screenshot shows campaign/ad set naming examples such as:

• C6.1-AS1-JERSEY-30.05.2026

• C6.1-AS3-JERSEY-CAROUSEL-30.05.2026

• C6.1-AS4-CR4-WP-30.05.2026

• C6.2-AS1-KIDS-JERSEY-WP

• C6.2-AS2-KIDS-JERSEY-WP-BROAD-VIDEO

• C6.2-ADS3-FR-JERSEY-KIDS-IMAGE

• C6.2-ADS2-AR-JERSEY-KIDS-IMAGE

These names indicate different product, audience, language, and creative variations.

Meta Ads Performance Snapshot

Based on the supplied Ads Manager screenshot:

Important: These figures are transcribed from the supplied screenshot. The report’s Results column and purchase columns should be checked against the original Ads Manager export to confirm the event definitions and attribution before presenting all 5,479 results as purchases.

05. Creative Strategy

The Custom Morocco Jersey has a strong personalization angle.

The creative strategy should make that feature immediately clear.

Instead of promoting only a football jersey, the advertising should promote the opportunity to wear a jersey personalized with the customer’s own name and number.

1. Personalization-Focused Creatives

Make customization the main selling point.

Creative ideas:

• Show the jersey before and after personalization.

• Highlight the name printed on the back.

• Demonstrate different number options.

• Show close-up details of the jersey.

• Present the red and white jersey designs.

2. Morocco Football Identity

Connect the product with the passion and identity of Moroccan football fans.

Creative ideas:

• Morocco football-inspired visuals.

• Supporter-focused product presentations.

• Match-day styling concepts.

• Red and green visual themes.

• Fan-oriented short-form videos.

3. Product Demonstration

Show customers exactly what they are ordering.

Creative ideas:

• Front and back product views.

• Fabric and design details.

• Personalization demonstrations.

• Different jersey variations.

• Product presentation videos.

4. Social Proof & Customer Trust

Customer feedback can help reduce hesitation.

The advertising concept can highlight genuine customer reviews and product experiences.

The phrase “+2,000 Reviews” can be used only if the brand’s actual review count supports it.

Other creative ideas:

• Genuine customer feedback.

• Customer photographs.

• Unboxing experiences.

• Product reviews.

• Real order and delivery experiences, where available.

5. Short-Form Video Advertising

Use mobile-first vertical videos to demonstrate the personalization process.

Recommended structure:

Opening Hook: “Make Your Morocco Jersey Personal.”

Product Demonstration: Show the jersey and its name and number customization.

Product Value: Highlight its design and personalization options.

Call to Action: Encourage customers to customize and order their jersey.

6. Creative Testing

Compare different creative approaches:

• Personalized jersey vs. standard product presentation.

• Static images vs. short-form videos.

• Front-view vs. back-view product shots.

• Arabic vs. French advertising messages.

• Product-focused vs. football fan-focused hooks.

Creative Objective: Make personalization the main reason to choose the product and make the ordering process easy to understand.

06. COD Funnel & Order Management

The customer journey involved more than generating an advertisement click.

The objective was to move potential customers from product discovery to order submission and confirmation.

Website Order Journey

1. Customer sees a Meta advertisement.

2. Customer visits the product page.

3. Customer explores the jersey.

4. Customer selects personalization details.

5. Customer submits the order.

6. Order information enters the order management workflow.

WhatsApp Order Journey

Customers could also communicate with the business through WhatsApp, ask questions, and receive assistance before placing an order.

Call Center Operations

For COD orders, call center communication played an important role in confirming customer details and order information.

CRM Management

The SH GIFT workflow used CRM to manage website orders, WhatsApp orders, and call center information.

This helped organize order information and connect customer acquisition with order management.

Purchase Confirmation

Purchase confirmation information could be connected to Meta through the tracking system.

For a COD business, it is important to distinguish between:

• Initial order submissions.

• Confirmed orders.

• Delivered orders.

These are different business outcomes and should be measured separately.

07. Campaign Optimization & Decision Making

Campaign optimization was based on performance data.

The Ads Manager report provided visibility into spending, results, cost per result, frequency, purchase costs, and campaign-level activity.

My Optimization Approach

Performance Monitoring

Reviewed spending, cost per result, purchases, frequency, and messaging costs.

Campaign Evaluation

Compared different ad sets, creative formats, audience approaches, and product variations.

Creative Decisions

Evaluated which product presentations and personalization messages generated stronger engagement and conversion activity.

Campaign Control

Reviewed underperforming campaigns and ad sets. Turned off or adjusted those that did not justify continued spending.

Budget & Schedule Adjustments

Adjusted budgets and campaign schedules based on performance trends.

Continuous Testing

Used performance insights to guide further audience and creative testing.

Decision-Making Principle

The objective was not simply to increase advertising spend.

It was to identify stronger-performing campaigns and allocate the available budget more effectively.

Performance data helped guide decisions about which campaigns to continue, adjust, reschedule, or turn off.

08. Key Learnings

1. Personalization Creates a Clear Product Advantage

The ability to add a personal name and number gives customers a specific reason to choose a custom jersey.

Advertising should communicate this benefit immediately.

2. Product Presentation Matters

Customers need to see the actual product, its design, and the personalization options before making a purchase decision.

3. Creative Testing Helps Identify Stronger Angles

Different audiences may respond to different messages.

Testing product-focused, personalization-focused, and football-focused creatives helps identify stronger advertising approaches.

4. Customer Trust Supports E-commerce Conversion

Genuine reviews, product details, and clear ordering information can help customers feel more confident.

5. Tracking Supports Better Optimization

Reliable conversion measurement helps marketers understand campaign activity and make more informed decisions.

6. Campaign Management Requires Continuous Evaluation

Not every ad set performs equally.

Regular monitoring and data-informed adjustments help make better use of the advertising budget.

09. Business Value & My Contribution

My work on the SH GIFT Custom Morocco Jersey project focused on connecting product marketing with performance measurement.

My contribution included:

• Developing the Meta Ads campaign approach.

• Managing website-focused acquisition campaigns.

• Testing different audiences and creative approaches.

• Structuring campaigns and ad sets.

• Monitoring campaign spending and cost per result.

• Evaluating purchase performance.

• Reviewing campaign performance and making optimization decisions.

• Working within the wider SH GIFT tracking and order management workflow.

The Greater Business Value

The project demonstrates how a clear product proposition, structured advertising, and continuous optimization can work together.

The key was to communicate the product’s personalization value while using campaign data to guide advertising decisions.

10. Conclusion

The SH GIFT Custom Morocco Jersey project demonstrates an important principle:

A strong product offer needs a clear marketing strategy and a measurable advertising system.

By focusing on personalization, product presentation, audience testing, and campaign optimization, the advertising approach was designed to connect Moroccan football fans with a customized product they could make their own.

My approach to performance marketing remains focused on four core principles:

Strategy. Tracking. Optimization. Business Growth.

PROJECT: SH GIFT — Custom Morocco Jersey
WEBSITE: shgift.ma
MARKET: Morocco
PRODUCT: Custom Morocco National Team Jersey
PRIMARY CHANNEL: Meta Ads
CORE EXPERTISE: Meta Ads Strategy, Conversion Tracking, CAPI, GTM, GA4, Server-Side Tracking, CRM & Campaign Optimization