This episode features Jack Rubin, co-CEO of Purdy and Fig, a rapidly growing eco-friendly cleaning brand. He shares their journey from £20k to £500k monthly revenue leveraging a micro-influencer strategy and a direct-to-consumer model. The discussion emphasizes the importance of data-driven decisions in influencer marketing and the benefits of initially handling tasks in-house, even paid ads, to build expertise and better manage external partners.
Key takeaways
Micro-influencers drive revenue, not just likes: Focus on data-driven results over vanity metrics. Jack's brand grew significantly by focusing on micro-influencers instead of traditional, larger ones.
In-house expertise is a force multiplier: Doing tasks like paid ads internally initially creates a deeper understanding, enabling better management of external agencies and optimizing performance.
Combat agency jadedness with data: Continuously track and compare agency performance against internal efforts or benchmarks to ensure they are delivering measurable ROI.
Understand your customer's 'Aha!' moment: Purdy and Fig scaled by recognizing a genuine customer need for effective, natural cleaning products after witnessing repeated purchases.
Lean into co-CEO models for complementary skills: If both individuals are equally invested and have distinct areas of control, a co-CEO structure can be highly effective for decision-making and long-term vision.
In this episode, we’ll be talking to Jack Rubin the co-CEO of Purdy & Figg, and with the help of micro-influencers, how he tripled its growth. [01:12] Introduction to Purdy & Figg. [02:08] Sibling dynamic in running a business.
[04:47] Purdy & Figg’s origin story.
[07:30] Stumbling across Kynship.
[09:38] Jack’s approach to outsourcing.
[13:18] Previous outsourcing experience.
[16:16] Influencer stats to Purdy & Figg campaign.
[18:28] The element of surprise.
[20:46] Advise to brands.
[23:07] Continual handholding with influencers.
[25:14] Building a long-term community gem.
[26:18] Influence of marketing goals.
[28:10] The influencer pyramid theory.
[30:17] Taylor’s remark. Cody Wittick: Twitter
Taylor Lagace: Twitter
What does this episode say about influencer & creator?
Micro-influencers drive revenue, not just likes: Focus on data-driven results over vanity metrics. Jack's brand grew significantly by focusing on micro-influencers instead of traditional, larger ones.
What does this episode say about dtc strategy?
In-house expertise is a force multiplier: Doing tasks like paid ads internally initially creates a deeper understanding, enabling better management of external agencies and optimizing performance.
What does this episode say about paid acquisition?
Combat agency jadedness with data: Continuously track and compare agency performance against internal efforts or benchmarks to ensure they are delivering measurable ROI.
What does this episode say about founder & leadership?
Understand your customer's 'Aha!' moment: Purdy and Fig scaled by recognizing a genuine customer need for effective, natural cleaning products after witnessing repeated purchases.
What does this episode say about influencer & creator?
Lean into co-CEO models for complementary skills: If both individuals are equally invested and have distinct areas of control, a co-CEO structure can be highly effective for decision-making and long-term vision.
