Breaking Mocka’s Growth Ceiling in AU & NZ

The Challenge

Mocka, a challenger brand in the affordable furniture market, faced the uphill task of competing against household names like IKEA and Temple & Webster.

With strong local recognition in New Zealand, they sought to accelerate growth across Australia while ensuring profitability. The previous ad structures blurred branded and non-branded traffic, limiting their ability to efficiently and incrementally acquire new customers.

Digital Strategy

Our strategy aimed to redefine success for Mocka; not just ROAS, but business-level growth metrics like MER, and Revenue.

Key elements of the strategy included:

• A full-funnel Google ecosystem strategy, combining Shopping, Performance Max, Search, and YouTube to engage users from awareness to purchase.
• Segmentation of audience and product categories, focusing investment on priority lines: Furniture, Nursery, and Kids.
• Diversification of spend into brand-building channels (YouTube & Meta) while maintaining direct-response advertising efficiency.
• Implementation of Data Feed Watch to enhance product feed precision and streamline feed management.
• A refreshed approach to measurement, shifting focus from platform-level KPIs to true profitability indicators.

Media Tactics

farsiight restructured Mocka’s media framework to maximise growth efficiency:

• Segmentation of branded vs non-branded traffic, prioritising new customer acquisition.
  • Non-brand spend up 38.6%, revenue +59.8%.
  • Branded spend down 69.7%, yet revenue +21.2%.
• Shift to feed-only Performance Max + Shopping for high-intent PLAs, cutting wasted spend on low-value channels.
  • PLA revenue +67.2%, investment efficiency +30.9%.
• Product segmentation around core pillars (Furniture, Nursery, Kids) aligned investment with business priorities.
• Evening “boost” campaigns (5–11 pm) to counter early budget depletion and capitalise on peak shopping windows into the evening.
• YouTube leveraged for top-funnel awareness with measurable long-term brand lift.

Creative Strategy

Mocka’s creative approach was grounded in visual storytelling. The priority was to prioritise showcasing design-forward, affordable furniture that resonated with its F25–54 decision-maker audience.

• Developed a suite of evergreen and promotional video assets optimised for YouTube (15–30 seconds, both 16:9 and Shorts).
• Ads were tested across formats and placements, with non-skippable YouTube ads used for maximum brand exposure and engagement.

A Google Brand Lift Study of the YouTube strategy verified strong performance: stating that exposed audiences were 2× more likely to search “Mocka” on Google.

Data & Analytics

Data served as the backbone of the campaign:

• Migrated product feeds to Data Feed Watch for greater targeting control of products.
• Used GA4 and Looker Studio for unified, cross-channel visibility of ROAS, MER, and profitability.
• Brand tracking through Tracksuit confirmed growth in awareness and trust among F25–44:
  • Awareness 19% → 24%
  • “Brand I Trust” 16% → 25%
  • “Comfortable Buying Online” 32% → 49%

Bespoke dashboards provided real-time visibility to Mocka’s internal team, ensuring decisions were guided by live performance and profitability, not platform vanity metrics.