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  • Retail
  • D2C

Breaking Mocka's Growth Ceiling in AU & NZ

How a full-funnel digital overhaul drove 31% year-on-year revenue growth for a challenger brand competing against IKEA and Temple & Webster.

Mocka logo

+31%

Revenue year-on-year

+67%

Shopping / PLA revenue

2x

More likely to search "Mocka" after YouTube ad

The challenge

Mocka held strong recognition in New Zealand but needed to scale profitably across Australia. Their ad structure blurred branded and non-branded traffic, making it impossible to measure or grow new customer acquisition efficiently. Success was redefined — not just ROAS, but true business-level metrics: Marketing Efficiency Ratio (MER) and overall revenue.

Strategy

Full-funnel Google ecosystem

Shopping, Performance Max, Search and YouTube working together — from awareness to purchase.

Brand vs non-brand segmentation

Separated traffic streams to isolate new customer acquisition and invest where it actually counts.

Product category focus

Budget aligned to core pillars — Furniture, Nursery and Kids — for maximum business impact.

Evening boost campaigns

5–11 pm targeting to recapture budget from early depletion and hit peak shopping windows.

Website

Mocka website — full page

Scroll inside the frame to explore the full page

Media performance

  • Non-brand

    Spend up 39% — Revenue +60%

    +60%

  • Branded

    Spend cut 70% — Revenue still +21%

    +21%

  • Shopping / PLA

    Feed-only Performance Max — revenue and efficiency

    +67%

  • MER / efficiency

    Overall funnel efficiency vs prior year

    +31%

Brand health (Tracksuit, F25–44)

Brand awareness

19% → 24% (+5 pts) — Brand Awareness (Tracksuit study).

Brand I trust

16% → 25% (+9 pts) — "Brand I Trust" among exposed audiences.

Comfortable buying online

32% → 49% (+17 pts) — "Comfortable Buying Online" for Mocka.

YouTube → Search

A Google Brand Lift Study confirmed that audiences exposed to Mocka's YouTube ads were twice as likely to search "Mocka" on Google — validating upper-funnel investment.

A Google Brand Lift Study confirmed that audiences exposed to Mocka's YouTube ads were twice as likely to search "Mocka" on Google — validating the investment in upper-funnel brand building.

Write Upright Digital — Mocka