MOCHI × ADYOGI
Unlocking Sustainable D2C Scalability: From ₹15 Crore Annual Revenue in 2023 to ₹45 Crore in 2026.
Scaled D2C profitably from ₹15 Cr (2023) to ₹45 Cr (2026) within Metro Brands' robust offline footprint.
Maintained high-efficiency performance marketing architecture during rapid expenditure scaling.
Uniquely achieved a significant efficiency increase while scaling budget limits month over month.
Key Results: 3-Year Scale Performance
How structured performance marketing unlocked massive compounding velocity over a 3-year timeline.
Annual Revenue Trajectory Comparison
Efficiency Gains at Scale
Scaling typically dilutes efficiency. Mochi broke this paradigm by improving overall blended ROAS by +25% side-by-side with aggressive budget increases.
Unlocking Predictable Volume
Transitioned Mochi from random campaign fluctuations to steady, high-conversion acquisition streams, using systematic catalogue sorting and automation layers.
Metro Brands Heritage
Mochi, one of India’s most recognized footwear brands, commands strong offline recall with access to a massive retail footprint across 212+ cities and over 1,000+ brand stores.
Transitioning from Legacy Footwear Retail to High-Performance D2C
Despite dominating traditional physical storefronts with immense brand recall, Mochi's digital challenge required a paradigm shift. Online success needed more than raw media spend; it required an intricate, full-funnel growth architecture built to extract structural profitability out of catalogue variety.
With an ambition to turn their online channel into a prominent growth contributor, the brand partnered with AdYogi to redesign its entire digital acquisition model from the ground up, transitioning Mochi’s account into a catalogue-led, automation-driven scale engine.
Uncovering Obstacles in Footwear D2C Scaling
Before implementing AdYogi, several core media and operational challenges held Mochi back from profitable performance scaling.
Minimal Creative Experimentation
Account creative testing was thin. A lack of video-first or influencer-led performance creative structures restricted purchase intent generation, keeping conversions flat.
Weak Catalogue Delivery Engine
Dynamic product ads underperformed with low CTRs. Marketing budgets were spread too thin across thousands of SKUs instead of tracking verified winner stock blocks.
Underutilized Google Search
Google strategy had no high-performance Performance Max structure, leading to weak shopping visibility caused by feed title constraints and poor product grouping.
The Core Realization
Footwear customer journeys are non-linear. Discovery occurs through lifestyle or influencer content, but final conversions demand visual trust, category relevance, discount transparency, and strict checkout sizing matches. Spreading performance efforts randomly fails; it must be mapped to specific intent layers.
The 4-Tier Omnichannel Growth Framework
We structured the account into a coordinated, fully open marketing framework. Instead of interactive tabs that hide content from indexers, we detail each intent-capture layer transparently below.
Awareness & Lifestyle Discovery
Goal: Qualified Discovery & Product Pools
Instead of relying only on default catalog display ads, the top-funnel layer was optimized around brand storytelling and lifestyle-first visual hooks. Deploying video content and structured influencer edits created distinct purchase hooks mapped to real footwear use cases:
Everyday Comfort
Flat slippers, slip-on comfort, casual walking sandals, and flats.
Occasion Fashion
Ethnic partywear, wedding mojaris, and festive heels.
Consideration & Catalogue Split
Goal: Intent Capture & Budget Conservation
In a catalog containing thousands of SKUs, unsegmented budget allocation leads to wasted expenditure. AdYogi restructured Mochi's catalog delivery engine dynamically through logical product groupings:
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Top-Seller Engine: Automates maximum budget concentration on proven, high-demand SKUs to eliminate inventory spend waste.
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Gender-Specific Segmentation: Segregates Male and Female demand pools strictly to map correct collection targeting.
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Discount Bucketing: Keeps new arrival full-price collection launches separate from high-discount clearance pools.
Acquisition & Multi-Channel Conversion
Goal: Purchase-Led Outcomes
Lower-funnel campaign configurations integrated precision Advantage+ Meta retargeting with a robust Google Search and Shopping performance architecture:
Synergized Multi-Channel Execution: While Meta acted as the scalable discovery engine driving audience intent pools, Google captured active buyer demand instantly—focusing heavily on Performance Max, structured Shopping feeds, and direct Brand Search campaigns.
Retention & Customer Lifetime Value
Goal: Repeat Conversions Across Seasons
Footwear presents excellent organic repeat purchase opportunities because users buy across distinct categories. The retention engine targeted existing buyers with:
- Category Cross-Sells (Footwear to Bags & Belts)
- Occasion Reactivation (Wedding & Festive)
- New Seasonal Arrival Alerts
- Margin-Protected Customer Tiering
High-Yield Google Performance Campaign Breakdown
By implementing the structured Google performance framework, we captured high-intent shoppers searching for Mochi or related styles, driving exceptional efficiency across all key campaigns.
| Google Campaign & Type | Achieved ROAS |
|---|---|
|
Performance Max - Asset Only
Google Performance Max
|
15.1x ROAS |
|
Brand Search Core
Google Search Network
|
12.1x ROAS |
|
Performance Max - Male Discounted
Google Performance Max
|
10.7x ROAS |
|
Shopping Core Feed
Google Shopping Engine
|
9.6x ROAS |
|
Brand Search - Only Mochi Variations
Google Search Network
|
8.4x ROAS |
Blended execution: Google served as the high-intent conversion capture, while Meta maintained continuous discovery scale.
BigAtom: The Automation Architecture Behind the Scale
The real differentiator behind Mochi's scale was AdYogi’s **BigAtom software suite**. Rather than a static dashboard, BigAtom operated as the real-time operational engine of the account.
Dynamic PPM Overlays
Embedded real-time pricing and promotion info directly onto catalogue feeds, creating an instant CTR lift on Meta.
Automatic Budget Guardrails
Automated budget shift rules maintained daily cost-to-revenue ratio targets, scaling winners and cutting losses.
Stop-Loss Optimization Logic
Automatically suppressed ads with declining CTRs or poor conversion velocity to focus spend on active catalog winners.
Before BigAtom Automation
Monthly retrospective changes, slow creative testing, and manual bid adjustments led to wasted spend on low-margin SKUs.
After BigAtom Automation
Real-time dynamic adjustments based on daily signals, automatically shifting spend to active top sellers while maintaining blended ROAS targets.
A Shared 3-Year Partnership Journey
Strategic leadership insights reflecting on Mochi's profitable and sustainable growth path.
"Mochi has always had immense potential, and Rohit's forward-thinking approach to brand building and growth played a key role in unlocking it. His strategic clarity and openness to innovation made him a valuable partner, helping us at AdYogi scale Mochi while staying focused on sustainable business outcomes."
Rohin
Founder, AdYogi
"Being part of Mochi's growth journey has been a privilege. AdYogi played an important role in helping us strengthen performance marketing, improve efficiency, and scale profitably. Brand Building, Sustainable scaling and driving aligned growth partnership have been strong takeaways."
Rohit
Leadership, Mochi
"Working on Mochi's growth journey has been incredibly rewarding. Rohit's perspective on growth consistently challenged us to focus on long-term impact. His leadership made us stronger marketers and better partners in driving meaningful business results."
Monica
Performance Marketing Head, Mochi
Understand Your Brand's Scaling Potential
Implement structured, catalogue-first performance parameters aligned specifically around actual margins and sustained ROAS returns.