Mustard Made is an Australian startup specialising in stylish, colourful lockers designed to add flair to any space. With a growing international presence, they aim to make storage solutions fun and functional while providing high-quality, accessible products for homes and offices.
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Mustard Made, an Australian startup known for its stylish and colourful lockers, launched internationally in May 2020 with a focus on the USA, UK, and European markets. Initially, the use of local stockists was a key strategy for building brand awareness and gaining traction in these new regions.
However, as the brand grew, Mustard Made sought to pivot and rely more on its direct-to-consumer (D2C) channels for future growth. The challenge was to drive online sales and maximize the potential of their own eCommerce platform amidst a competitive landscape.
While stockists had been essential in establishing the brand’s presence, their involvement complicated Mustard Made’s ability to control its own marketing and online sales strategy. Mustard Made's products were now competing against their own offerings at these stockists, as well as major retailers like Urban Outfitters and West Elm, who not only had larger marketing budgets but also the advantage of physical stores where customers could see and touch the products firsthand.
In early 2024, Mustard Made approached Digital Minds Group with the goal of growing its D2C revenue and establishing a stronger brand and eCommerce presence.
Understanding the long purchase journey typical of furniture, Digital Minds Group developed a targeted marketing strategy with two key focus areas.
To attract high-value customers, we restructured Mustard Made’s paid media campaigns, prioritising keywords based on the user’s position in the purchase journey. This allowed us to better allocate budget to the highest-performing keywords and improve return on ad spend (ROAS).
Building and scaling the account requires us to deploy a continue and highly focused approach to test and learn in the account. Additionally, we utilised automation and AI tools to expand reach and drive efficient growth.
We implemented a comprehensive full-funnel approach to guide users from awareness to purchase. Ads were strategically tailored for each stage of the customer journey, ensuring that Mustard Made stayed front-of-mind for potential buyers throughout their decision-making process.
We optimised the product feed to generate engaging, relevant ad copy, improving the brand’s competitiveness in shopping auctions. A key focus was also placed on driving traffic directly to Mustard Made’s own site, reducing reliance on external stockists for customer acquisition.
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The strategy implemented by Digital Minds Group led to outstanding results, with Mustard Made seeing significant growth across all markets within just three months of onboarding:
UK: Revenue increased by 72%, with ROAS above the target and stable at 11.
Europe: Revenue soared by 174%.
US: Revenue grew by 86%.
Global Revenue: Increased by 54% compared to the previous year, achieving 41% above target for the year.
These results demonstrated a strong boost in online performance across Mustard Made’s international markets, solidifying the role of D2C channels as a key driver for their continued business growth. Mustard Made is now well-positioned to further expand its global reach with a sustainable and scalable eCommerce strategy.
