Mockingbird
Pioneering in stroller design
Industry
Digital Markering
Services we provided
Digital Marketing
Pushing Parenthood Forward, One Smart Stroller at a Time
Mockingbird has become a trusted name among new parents, known for designing beautifully functional strollers built for real family life. While the brand built its early reputation through B2B channels, Mockingbird recently made a major shift — stepping confidently into e-commerce to build a closer, more direct relationship with their community. That’s where Igloo came in, supporting the brand across TikTok, Meta, and Pinterest with a cost-efficient performance strategy designed to scale.
Strollers come with one of the longest consideration cycles in the baby category. Parents often research for months, which means attribution is slow and traditional performance metrics don’t tell the full story. To navigate this, we leaned heavily into Recast, an advanced incrementality and MMM tool, which required us to operate off custom reporting rather than platform-default signals. It also pushed us to rethink funnel structure entirely.
With such delayed attribution, we rebuilt the acquisition engine around engaged browser tags, creating campaigns that expanded the prospecting pool using signals rooted in genuine user intent. This allowed us to shape a more accurate funnel, nurture parents earlier in the journey, and ultimately improve conversion reliability over time.
This was a 5-person Igloo project, spanning strategy, media buying, creative testing, and advanced analytics — all working together to build a system that could scale responsibly.
Our Work Together
Across TikTok, Facebook, and Pinterest, we refined account structures, creative segmentation, and audience frameworks to adapt to Mockingbird’s unique buying cycle. We also integrated high-funnel initiatives to compensate for slow last-click attribution while keeping efficiency top of mind.
The results were consistent and meaningful:
- 10–15% improvement in ROAS year-on-year depending on the month
- Stable TACOS efficiency despite adding more top-of-funnel investment
- Cleaner incrementality insights through custom Recast reporting
- Stronger creative and audience foundations, helping shape a more reliable prospecting engine
And with the launch of Mockingbird 2.0, the brand continues to redefine what modern stroller design looks like. It’s been a privilege partnering with such an innovative, thoughtful team — and we’re excited to help Mockingbird welcome even more parents into the community as they scale.
