From £452K to Eight-Figures: How Kynship Helped Fuel Purdy & Figg’s Explosive Growth

• Dec 2021: Partnership begins, with Kynship implementing their influencer seeding strategy. Purdy & Figg began scaling, generating £452,000 in the first year.
• January 2023: Revenue in the first ten days of January 2023 was 5x greater than the total for January 2022. CAC was reduced by 61%.
• April 2024: Purdy & Figg is recognized as one of the UK’s fastest-growing companies, but challenges in scaling emerged, prompting a need for strategic adjustments.

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Purdy & Figg’s rise was driven by Kynship’s approach to influencer seeding and creative content generation. By focusing on micro-influencers in the health and wellness niche, the brand was able to produce high-quality, authentic content that spoke directly to their target audience. This strategy resulted in:

• 61.14% reduction in customer acquisition costs (CAC)
• 586% increase in ad spend
• 772% increase in new customer revenue​

These significant improvements allowed Purdy & Figg to scale rapidly and efficiently. In January 2023 alone, Purdy & Figg’s revenue was five times higher than it had been during the same month in 2022.

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As 2024 progressed, Purdy & Figg encountered new challenges that threatened to disrupt their growth:

• Rising CAC: Customer acquisition costs shot up by 20-30%, with unpredictable day-to-day spikes, making it difficult to maintain profitability.
• Declining new visitor percentage: The percentage of new visitors from campaigns steadily dropped, making it harder to reach fresh audiences, especially when CACs were higher.
• Lack of spend on new creative: Limited spending on new creative meant their ads started losing impact, and the lack of structure in creative testing left them struggling to adapt effectively.
• Unclear creative testing: Without a clear framework for testing new creative, they couldn’t fully optimize their campaigns, prompting the need for a new testing strategy to delve deeper into different creative formats and angles.

Kynship quickly identified areas for improvement and implemented targeted changes, focusing on their system of forecasting, creative, and conversion.

1. Rising CAC Solutions

To address the rising customer acquisition costs (CAC), Kynship restructured the ad account using Meta Advantage Shopping Campaigns (ASC). This setup allowed Purdy & Figg to control costs while scaling spend during key periods like product launches and sales. The focus was on maximizing efficiency and maintaining profitability.

Key adjustments:

• Meta’s cost controls were leveraged to balance spend and performance, ensuring that Purdy & Figg maintained efficiency even with rising CAC.
• As Purdy & Figg ventures into new ad channels and ad spend becomes integrated across various platforms, Kynship recommended setting ad account targets that align with the business’s overall profitability goals. This makes sure that ad spend on Meta remains closely tied to bottom-line results. This approach will also provide clarity on how Meta is performing amidst new channel integrations.

2. Creative Refresh

With creative fatigue affecting ad performance, Kynship introduced a structured creative testing framework to focus on allocating more spend behind the highest-performing creative, rather than solely focusing on the number of new creatives being launched.

Key elements:

• A 60/40 split was maintained, with 60% of creative production based on top performing creative and 40% allocated to testing new angles and formats​.
• Every two weeks, Kynship reports on which creative is getting 80% of the ad spend, ensuring that the most effective content is driving performance, regardless of the number of creatives.

3. New Audience Growth & Targeted Engagement 

Kynship focused on expanding Purdy & Figg’s audience reach through improved top-of-funnel (TOF) efforts and a refined seeding strategy. The goal was to drive fresh engagement with new influencers in the home and cleaning categories.

Actions taken:

• In June 2024, Kynship re-seeded 967 home influencers, and there are plans to open up this strategy to the broader cleaning influencer space. The goal is to re-seed at least 1,000 influencers quarterly, with an expected 500 opt-ins per quarter, based on a 50% opt-in rate.
• Through 27 seeding campaigns, Kynship has demonstrated a clear correlation between seeding and the success of seasonal ad account campaign launches, helping drive engagement during key moments.

• New creative and offers were tested to convert existing visitors while also attracting fresh audiences.

4. Seeding Strategy Moving Forward

Seeding continues to be a core driver of growth for Purdy & Figg, especially around seasonal campaigns. Kynship developed a seasonal launch calendar to ensure seeding remains aligned with the brand’s ongoing growth strategy.

Moving forward, the plan includes:

• Quarterly re-seeding of both home and cleaning influencers to expand reach
• Seeding 50 macro influencers per month, with a portion of this content being launched directly into the ad account for immediate campaign use.

As Purdy & Figg and Kynship look ahead to 2025, they’re setting new goals: doubling revenue from last year and going more narrow and deep in the UK market to reach 2 million households. If the past is any indication, these goals are well within reach.