Purdy & Figg Achieve Cost-Effective Growth, Reducing CAC by 61.14%

In just the first ten days of January 2023, Purdy and Figg generated revenue that was five times greater than the total revenue they had earned for the entire month of January 2022.

Read on to find out the strategy that led to this incredible success.

Meet the Brand

Purdy & Figg started in 2022 when brothers Jack and Charlie Figg tapped into the natural cleaning products their mother and her friend were making at home. After speaking with their friends who loved these cleaners, Jack quickly discovered an addressable target market for the product. 

Determined, Jack and his brother Charlie built a thriving business that expanded quickly, adding 10,000 subscribers every month and generating revenue of over £3M in 2022. They topped this with an impressive achievement of generating £1M in revenue in just a single month in 2023.

Purdy & Figg faced several marketing challenges:

• Outsourcing influencer marketing didn't go as planned for Purdy & Figg, leading to some negative experiences.
• Their Facebook paid media strategy was inefficient, leading to high Customer Acquisition Costs and significantly fewer conversions than projected.
• Despite whitelisting content from macro-influencers, it didn’t perform the way they expected, falling short of impact and reach.

Jack came across Kynship through Twitter. He was intrigued by Kynship’s framing of influencer marketing that’s directly tied to driving more sales. 

Taking a leap of faith, Purdy and Figg started with Kynship on a small project, and now work actively with us. 

"I’ve worked with a lot of agencies and Kynship has been without a doubt the best agency I have found. Efficient processes, great communication, really wonderful people and most importantly they back it up with elite performance." —Jack Rubin, Co-Founder & Co-CEO of Purdy & Figg

Whitelisting in and of itself rarely correlates to increased conversions, especially with macro influencers. That’s why we encouraged Purdy & Figg to focus on seeding micro-influencers in the health and wellness niche. 

Purdy and Figg implemented Kynship's influencer seeding strategy, which involved identifying and reaching out to 500 influencers per month and offering them their product free of charge. The aim was to get as much quality, genuinely authentic creative content as possible. 

Kynship helped Purdy & Figg add 1,183 influencers doubling the influencers they seeded for the Spring launch. However, typically, they reach out to 500-600 influencers each month.

The influencer selection process involved extensive due diligence, using criteria such as previous top-performing creators/ads, brand fit, persona fit, demographic fit, and the influencer's video content creation ability.

They graded their video content creation before sending their product to an influencer. The ultimate question they sought to answer was, "If we put our product in this person's hands, can this person sell us organically to our audience?" If the answer was yes, they went ahead with the seeding process.

Once the seeding process was completed, Purdy and Figg relied on Meta’s machine learning system to objectively analyze the performance of each influencer's content, letting the system decide which creative deserved more advertising spend. They didn't let human bias influence these decisions.

After identifying the best-performing content from the seeding process, Purdy and Figg allocated more resources to working closely with those specific creators. 

They provided them with briefs based on top-performing ads to create more of what was already working. This approach led to acquiring high-quality, high-performing creatives that didn't cost them an arm and a leg. It also helped them build long-term partnerships with creators, benefiting both parties.

Purdy & Figg established two types of long-term relationships with micro-influencers from their product seeding phase.

1. Affiliates: Affiliate relationships with micro-influencers allow brands to launch follow-up seeding rounds with potentially full utilization. For example, Purdy & Figg have 350 affiliates in Shopify collabs, and 80% opted for the seeding round of their new product in January 2023. 

2. Content Partners: Ongoing retainers with influencers whose content performed better can help you get ahead in creating social content. Jack’s grown their TikTok following to 220,000 in about six months working with these creators.

With the help of Kynship, Purdy & Figg absolutely rocked the start of 2023. 🚀

Purdy & Figg saw an increase in revenue by 5x within the first ten days of January 2023, compared to the same period in 2022.

But that's not all.

👏 In their first nine campaigns with Kynship, we reached out to 4,500 accounts, with 2,032 influencers opting in to receive free products.

👏 Of these influencers, 59% (approximately 1,200 influencers) posted about Purdy & Figg's products, leading to 3,908 social posts and much wider brand exposure.

👏 Purdy & Figg established long-term relationships with micro-influencers and now have 350 affiliates in Shopify collaborations, with 80% opting for the seeding round of their new product.

👏They grew their TikTok following to an impressive 220,000 in only six months.

This response resulted from marketing a great product in a niche that was a perfect fit for it. The health and wellness niche influencers proudly post about a natural cleaning product. They're proud to tell their audience, “Hey, I'm using this product at a premium price. It's worth it to take care of my household this way.” 

"Working with micro-influencers generates many more assets with the same budget compared to the pay-per-post model. We did 5x the revenue in the first ten days of January 2023 compared to our first month together in January 2022.” —Jack Rubin

After working with micro-influencers, Jack is now focusing on experimenting with macro-influencers. He believes that partnering with a macro-influencer in the same niche as the face of the campaign can give the efforts of micro-influencers a single direction.

A caveat: 

At Kynship, we advise brands experimenting with macro-influencers to pursue product seeding with them. Seeding and gauging their interest in the product a month earlier can slash their rates up to half of what their agents would quote on a cold call.

There’s no doubt that macro influencers work to a certain degree. Remember to complement your marketing strategy by adding macro-influencers. But don’t quit your efforts with micro-influencers.