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Case 02 / 08 — E-commerce COD · Premium Dried Fruits
Keenuts
From zero-to-one brand creation to a COD e-commerce machine: 3,000+ direct sales at 2.1x ROAS with a point-based confirmation system.
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Context
Keenuts is a luxury dried-fruits brand launched from zero. The challenge wasn't just to sell — it was to build the premium positioning first, then turn it into a profitable cash-on-delivery e-commerce operation. That meant full brand identity and packaging, then an acquisition machine on top of it.
The COD model lives or dies on the confirmation rate — an order that isn't confirmed is a delivery that fails. So alongside massive testing of audiences, creatives and offers, we built a point-based, highly reactive confirmation system to maximize the delivery rate and cut returns. The campaign structure moved through distinct phases — testing → scaling → optimization — with profitability thresholds defined per product.
Strategy
How it was built
01
Audit & market study
Analysis of Morocco's dried-fruits market, identification of the untapped premium segment, study of online buying behavior and COD habits. Benchmark of direct and indirect competitors.
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Brand creation & packaging
Full visual identity: logo, brand guidelines, premium packaging. A luxury brand universe built to stand out radically in the dried-fruits market.
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COD acquisition strategy
Massive testing of audiences, creatives and offers. Construction of an efficient, reactive point-based confirmation system to maximize delivery rate and reduce returns.
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Digital action plan
Roadmap covering the creative testing schedule, campaign structure per phase (testing → scaling → optimization), order confirmation protocols and per-product profitability thresholds.
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Execution & scaling
Deployment with massive creative and audience testing. Continuous ROAS optimization, scaling of winning campaigns, and daily management of the confirmation system to protect the delivery rate.
2.1x
ROAS maintained through scaling
5.5%
CTR on winning creatives
3,000+
COD sales delivered
Gallery 01
Brand Identity
Luxury identity created from scratch — logo through packaging.
Keenuts Logo
Brand Universe
Gallery 02
Premium Packaging
Packaging designed to carry the luxury positioning at every touchpoint.
Packaging 01
Packaging 02
Packaging 03
Gallery 03
Ad Creatives
Tested and optimized for CTR and COD conversion.
Ad Creative 01
Ad Creative 02
Ad Creative 03
Gallery 04
Proof — Ads Manager
Real results, straight from the ad platform.
Purchase campaign — Ads Manager capture
Organic — Social
Instagram — Posts & Reels
Slots ready for real posts from @keenuts_ma — drop in each thumbnail and the views / engagement numbers from Instagram Insights to replace the placeholders.
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