About

MooGoo began over 25 years ago in Australia with a simple, homemade cream designed to help soothe the founder’s mother’s psoriasis.

Word quickly spread, and what started as a single product has grown into a globally recognized skincare and haircare brand. With over 50 products in its catalog, MooGoo specializes in formulations for sensitive and reactive skin, offering solutions for eczema, psoriasis, and more.

While MooGoo’s roots are in Australia, the brand has expanded to international markets, including New Zealand, the UK, Ireland, Canada, Malaysia, and the US. Though retail remains a major channel, ecommerce has become an increasingly significant growth driver.

Challenges

• As MooGoo expanded, customer retention and new customer acquisition became top priorities for sustaining growth.
  With a broad product range, guiding customers to the right skincare and haircare solutions was challenging.
• Their previous quiz platform was difficult to navigate, costly, and lacked flexibility, making it hard to scale and personalize the experience. The pricing model also became unsustainable as quiz volume increased.
• The company sought a consolidated, user-friendly solution that could seamlessly integrate reviews and quizzes with their current tech stack and enhance engagement across multiple markets.

Solution

• MooGoo transitioned to Okendo’s platform for both quizzes and reviews, finding it significantly easier to navigate and optimize than their previous provider.
• With Okendo, MooGoo successfully launched multiple quizzes designed to personalize product recommendations, including a Skincare Quiz (18% conversion rate), a Haircare Quiz, and seasonal quizzes that guide customers through changing skincare needs. These quizzes became powerful entry points for new customers, particularly through paid media campaigns.
• By moving to Okendo’s integrated review platform, MooGoo streamlined how they collect, moderate, and display customer testimonials across their website and email marketing.
• These reviews serve as compelling social proof in ad creatives, product pages, and email campaigns. The “Hear from the Herd” section, which features screenshots of Okendo reviews, appears in 70-80% of their emails, reinforcing credibility and improving conversions.
• MooGoo also takes a proactive approach to engaging with customers who provide before-and-after images or compelling testimonials, offering product packs in exchange for participation in case studies and additional UGC. This strategy strengthens community engagement while supplying authentic content for marketing campaigns.

Results

• 23x ROI from quizzes.
• 18% conversion rate on their Skincare Quiz.
• Increased new customer acquisition through quiz-driven paid campaigns.
• Enhanced customer engagement with personalized product recommendations.

“Before Okendo, our quizzes were clunky and hard to manage. Now, they’re a seamless part of our strategy, helping customers find exactly what they need while driving real revenue. From personalized quizzes to user-generated content, every piece plays a role in making our marketing more impactful.”

Emma Bramich Wood
Campaigns Manager, MooGoo