The pick of the bunch: How testing what really works, took Rockit to #1 on Facebook across seven markets.

The Challenge

Rockit sells into culturally and linguistically diverse export markets across Asia, where audience behaviour, platform dynamics, and competitor activity all differ market by market. The challenge wasn't just to post content, it was to find out, with real evidence, which creative themes and formats actually earned engagement in each market, so budget could be spent with confidence rather than guesswork.

The Solution

Working alongside Rockit’s global marketing team, Social Sugar ran a structured, large-scale testing programme across New Zealand, China, Hong Kong, Malaysia, Thailand, Singapore and Indonesia. We tested two distinct strategic approaches in sequence, first an engagement-driven model, then a video-led ThruPlay model, building a genuine evidence base with each phase.

Eight creative territories were shaped and tested head to head, from personality-led brand storytelling to regional influencer content, recipes and competitions, to find out precisely what earned Rockit's audience.

The Result

Social Sugar led fresh creative development and a new paid social strategy, shifting Rockit to a video-led approach that lifted Thruplay by 20% against the baseline.

In addition, Instagram's engagement rate (measured by Zavy score) climbed 128%, and Rockit broke new ground competitively, climbing from a #4 baseline to the #1 spot on Facebook's competitor engagement leaderboard (CER), with nine of the top ten posts in the entire category belonging to Rockit. Instagram climbed steadily from #6 to #4.