CASE STUDY

Global Mamas

CASE STUDY

The problem

Founded in 2003, Global Mamas is a fair trade organisation that creates handcrafted clothing, accessories, and homewares while empowering hundreds of women across Ghana through sustainable employment. While the brand had built a strong reputation through wholesale partnerships, it had limited experience in digital advertising and wanted to grow its direct-to-consumer retail business, particularly within the US market.

Global Mamas needed more than campaign management. They were looking for strategic guidance on how to use paid advertising to grow retail sales, manage budgets around seasonal peaks, reach new audiences, and build a stronger customer database that could be nurtured through email marketing.

The results

103% increase in orders in the first 10 months of advertising

Best performing month of revenue on record in alignment with their Spring Launch

342% increase in new customer revenue since advertising launch

The goal

To create a sustainable retail growth strategy that would drive both customer acquisition and long-term retention.

The solution

To support Global Mamas’ transition towards a retail-first growth strategy, we established the foundations of a scalable digital marketing ecosystem. We built their Meta advertising account from the ground up, implementing robust conversion tracking, evergreen sales campaigns and seasonal campaign structures for key retail events such as Fair Friday and Black Friday Cyber Monday. Alongside ongoing optimisation, we continuously tested new creative formats, messaging and content styles to identify the combinations that generated the strongest engagement and retail sales.

A key priority was improving measurement and customer acquisition. Due to Global Mamas’ unique WooCommerce setup, where both wholesale and retail orders flow through the same platform, we developed custom reporting that separated wholesale from retail sales, while also distinguishing new and returning customers. This provided a far clearer picture of advertising performance and allowed us to measure retail growth without wholesale activity distorting the data.

Beyond paid media, we introduced website cookies and a retail-focused welcome pop-up to capture first-party customer data, creating the foundation for long-term customer retention. We also migrated the business to Klaviyo, enabling advanced audience segmentation and marketing automation, and built a suite of automated email flows creating a continuous source of incremental revenue. Alongside this, we expanded their existing Google Ad Grant account, carefully maximising visibility while working within the programme’s eligibility requirements and restrictions.

“SOMO has been a fantastic partner for us as we’ve moved into the digital advertising space. They are knowledgeable, willing to educate their clients, and have adjusted their reporting tools to provide data that meets our unique needs. The team there has supported us with a variety of resources, everything from creating email flows and developing campaign ideas to designing creative content. They also have a solid knowledge base related to ethical and sustainable brands and marketing, which was important to us. We would highly recommend them for digital advertising and marketing needs!”

Tekia Thompson