Work

Chums

Achieving Sustainable Growth Through Diversified Revenue Paths

Chums is a privately owned home shopping company with the head offices based in Knowsley Business Park, Liverpool. They are best known for affordable and quality Men’s Trousers. Over the years, they have expanded into other Menswear product categories and developed ranges within Ladieswear, Homeware, Gifts and Mobility.

Chums is best known for making comfortable and size-inclusive menswear from size 32″ up to 56″ (even up to 64” in selected styles), inside leg lengths from 27″ up to 33″ and chest sizes 38” up to 52”.

Amazon Markets:

Increase in revenue in Year 1

0 %

Increase in New-To-Brand Orders

0 %

The Challenge

Chums came to Fluid as they felt that they were under-utilising Amazon advertising. They only had a handful of poorly-structured advertising campaigns, and were heavily reliant on a select few products.

They wanted our help to unlock the brand’s potential and improve their overall sales through strategic advertising, within the confines of a limited budget and tight ACOS target.

In order to help increase conversions, they also commissioned us to create A+ template for their top sellers.

1 Increase sales

Continue the yearly increase in sales using advertising as a main revenue driver

2 Boost product sale ranking

Use ads to increase the sale ranking of their products to increase organic sales

3 Achieve a profitable ACoS

They set an ACoS target of 20% for November and a 10% for December

Services

The Solution

Our strategy was to:

Implement A+ content for their top sellers
Reorganise the portfolio by category to easily spot high-performing products and monitor growth areas from a macro-level
Restructure the account and relaunch campaigns focusing on SKU level to track ad spending and key metrics from a micro-level
Diversify and increase hero products to mitigate risks if any stock issues occurs

The Work

To deliver this strategy, we:

Implemented A+ Content on their top sellers
Overhauled the account
Implemented a full-funnel ad strategy exploring all ad types
Widened advertising reach by exploring new targeting opportunities
Advertised more ASINs, and grew their selection of evergreen hero products to unlock new revenue streams
Pushed seasonal products during peak trading periods to achieve incremental growth

Launch Strategy

Following our pre-launch strategy, we focused on rapidly building brand awareness, capturing market share, and driving cost-effective order growth.

To do so, we used:

Sponsored Product brand protection campaigns to secure visibility for branded terms such as “House of Rum”
Sponsored Product keyword campaigns, using our prior keyword and competitor research, later refining our strategy with niche terms to maximise our ad coverage
Sponsored Product competitor campaigns to leverage competitor traffic to build brand discovery
Sponsored Brands campaigns to showcase the House of Rum portfolio
Created Sponsored Brand video ads broadcasting the premium nature of House of Rum’s products
Sponsored Display remarketing campaigns to bolster product visibility, targeting shoppers who had previously interacted with rum products

The Results

In the face of various challenges, our efforts with the Chums account have yielded evident progress, even with a restricted budget and strict ACOS targets.

The team has been collaborative, which not only facilitated problem-solving but also enabled us to identify unexplored avenues for growth.

Our persistent efforts have resulted in a steady and consistent expansion of the account, strengthening our relationship from year to year.

From the get-go, Fluid were willing to get to know us - we're not just a number, or a timesheet like many agencies.

They talk a language that we understand which is important for me, I need to understand what they're telling me, how we can improve.

I see Fluid as extended members of my team. We hold them to account, and they hold us to account.

Paul Grey

Marketing Director - Chums