How We Grew SneakersINN: The Full Marketing Breakdown (2026)

The complete marketing system behind SneakersINN's 250% growth in Ghana — the ads, funnel, WhatsApp automation, and exact numbers. A first-person case study.

How We Grew SneakersINN: The Full Marketing Breakdown (2026)

• Why We Are Publishing This
• Where SneakersINN Started
• The Core Problem We Had to Solve First
• Phase 1 — Building the Foundation
• Phase 2 — Paid Advertising
• Phase 3 — The WhatsApp System
• Phase 4 — Retention and Repeat Buyers
• The Numbers
• What We Would Do Differently

Frequently Asked Questions

We do not just advise businesses on marketing. We do it ourselves. SneakersINN is a men's fashion and sneaker brand that we build and market as part of Wura Group.

This is the honest breakdown of the marketing system behind its growth — what we built, in what order, what worked, and what did not. The best proof that our approach works is not a testimonial. 📞 Want this system built for your business?

Why We Are Publishing This

Most marketing agencies in Ghana talk about results in vague terms. "We grew their revenue significantly." These statements are impossible to evaluate and easy to fabricate. We believe the strongest thing we can show a prospective client is a specific, honest account of what we built, what it cost, what it produced, and what we learned. If you are building an e-commerce brand in Ghana, or want to understand how a modern digital marketing system actually works in this market, read this carefully.

Where SneakersINN Started

SneakersINN began as most Ghanaian fashion brands begin — selling through Instagram DMs and WhatsApp conversations. Product photos posted. People would message asking for price.

A conversation would happen. Sometimes it converted, sometimes it did not. Payment via manual MoMo transfer.

This model works to a point. It produced early revenue. But it had a hard ceiling: every sale required the founder's direct involvement.

No system. No follow-up. No tracking.

The business was working in spite of not having a system — not because it had one.

The Core Problem We Had to Solve First

The business was not generating consistent revenue because the sales process was entirely dependent on manual effort from a specific person. Scale was impossible. The solution was not more ads.

It was infrastructure — a system that handled discovery, qualification, follow-up, and closing without manual involvement at every step. The principle we apply to every business we work with: build the system before scaling the spend. Putting more ad budget behind a broken sales process produces more broken results at higher cost.

Phase 1 — Building the Foundation

What we built and why: AI product photography. The existing product photos were phone shots on plain backgrounds. Functional.

Not compelling. We produced lifestyle shots using AI photography tools — the sneakers in context, on a textured surface, in natural light. Visual quality changed immediately.

Before spending on ads, the creative assets needed to be capable of converting. A dedicated landing page using robust conversion platforms. We built a page for the hero product — one sneaker that performed best organically.

One product. Lifestyle photos. Size guide.

Customer reviews. Price. MoMo-enabled checkout.

No navigation. No other products. One job: convert the person who clicked.

WhatsApp Business auto-reply. Every enquiry received an immediate response — product details, price, ordering process — within 30 seconds, without anyone manually typing it. " Google Business Profile.

Set up, optimised, photos added, reviews requested from existing customers. Produced a small but consistent stream of local search traffic at zero ongoing cost. Timeline: Three weeks to build correctly.

Phase 2 — Paid Advertising

Campaign structure: Objective: Sales → Conversions → Purchase (Pixel tracking purchases on the our CRM and marketing platform landing page) Audience: Men 18–35 in Accra and Kumasi, interested in sneakers, streetwear, fashion Starting budget: GH₵70/day Creative: Three variants — lifestyle video (15s), static lifestyle photo, price-reveal carousel First two weeks: The video creative dramatically outperformed both statics. 9% for the best static. Algorithm allocated most budget to the video.

Cost per purchase week 1–2: GH₵68. Target was GH₵50. 2%, we could see the potential — the Pixel was learning.

Optimisation: New video hook — opening with a close-up of the sneaker details rather than a wide shot. Cost per purchase dropped to GH₵48 in week three. Below target.

Scaled budget to GH₵120/day. Cost per purchase held at GH₵50–55. 4×.

Month two — retargeting: Built a retargeting campaign targeting page visitors who did not purchase. Budget: GH₵25/day. 2×.

Highest ROAS in the account — we were reaching people who already knew the product and had shown buying intent.

Phase 3 — The WhatsApp System

Paid advertising drove traffic. The WhatsApp system converted traffic that did not purchase immediately. The 5-message sequence built using robust conversion platforms: Message 1 — Immediate (fires within 60 seconds of enquiry): "Hey!

Thanks for checking out [sneaker name]. Still interested? I can hold one in your size for 24 hours if you let me know which size you need.

We also do pay on delivery if that's easier 😊" Message 2 — 24 hours later: "Hey [Name], just following up on the [sneaker]. A lot of people ask about sizing — [specific sizing note for this model]. Still happy to hold one.

" Message 3 — 48 hours later: "[Customer name] just got their pair and sent this: [WhatsApp screenshot review]. Really happy with how this one has been landing. " Message 4 — Day 4: "Quick update — limited stock of this size right now.

Once gone we're waiting on the next shipment. If you want one, now is the time. " Message 5 — Day 7: "Hey — this is my last message so I don't flood your WhatsApp 😊.

If you decide you want [sneaker] later, we're always here. " Conversion rate of this sequence: approximately 18% of people who entered it made a purchase within 7 days. Sales that would have been permanently lost without the follow-up.

Phase 4 — Retention and Repeat Buyers

Monthly broadcast: Every customer who had purchased received a WhatsApp broadcast when new stock arrived. Conversion rate: consistently 12–15% of recipients placing an order. VIP list: Customers who had purchased more than once received early access to new stock before public announcement.

Created exclusivity, built genuine loyalty, reduced the urgency needed to close repeat buyers.

The Numbers

1× Revenue from follow-up sequences 0% 22% 31% Revenue from repeat buyers 0% 14% 28% The trend across all metrics: the system got more efficient over time. The Pixel learned. Follow-up sequences improved with testing.

Repeat buyer base grew. More revenue came from channels with near-zero marginal cost.

What We Would Do Differently

Start retargeting immediately. We launched retargeting in month two. It should have launched alongside the main campaign from day one.

Even at a small budget, ROAS from retargeting is consistently the highest in the account. Build the follow-up sequence before launching ads. We built the WhatsApp sequence in week three.

Every lead from the first three weeks that did not purchase and was not followed up is permanently lost revenue. Collect reviews more aggressively from day one. Our social proof base in the first month was thin.

The landing page performed better once we had ten or more reviews. We should have been more systematic about requesting reviews from the first purchase.

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Frequently Asked Questions

How much did you spend on ads in the first month? Approximately GH₵2,100 (GH₵70/day). By month three we had scaled to GH₵3,600/month in ad spend and revenue had grown 140%.

Is this system only for fashion brands? No. The architecture — paid acquisition, landing page, WhatsApp follow-up, retention broadcasts — applies to any product or service business.

We have applied versions of it to electronics (MachineWura), hair care, and service businesses. The specific creative and messaging changes by category. The structure is the same.

Can I build this system without our CRM and marketing platform? io for landing page, Paystack for payment, WhatsApp Business manually for follow-up. The limitation is automation.

our CRM and marketing platform handles the automation natively. Do you build this system for other businesses? Yes.

This is our Sales Machine service. We build and manage the complete system for businesses in Ghana. Engagements start from GH₵2,000.

Book a free strategy call → 📞 +233 550 314 351 | Monday – Friday, 9AM – 6PM GMT Nana Akwasi Boateng is the founder of MediaWura and Wura Group Limited, parent company of SneakersINN, MachineWura, and our CRM and marketing platform.