Turning a heritage brand into a B2C winner

The brief

The Christy story stretches all the way back to 1850, when their Manchester cotton mill began weaving the softest bath towels the world had ever seen. Today, their unmistakably British products are sold through the world’s biggest stores and outlets, they have a fantastic distribution network but can’t always control brand comms consistency or price. Christy needed an agency that could help them develop and execute a new B2C strategy.

Our approach

We developed an online strategy that had Google Shopping at its heart, a strategy that helped Christy regain control of their brand.

After one quick look at their Google Shopping account we realised that we needed to start again. We completely rebuilt their Shopping feed and developed a new account structure for text ads, allowing for tight control of brand and non-brand terms.

We restructured and merged multiple website data feeds to create a new master feed. Our new feed was implemented via the content API to ensure real-time product updates across 1000s of product lines.

We then used Christy’s existing search data to enrich the feed for top performing search terms.

The result

Year on Year PPC revenue up 275%

Non brand Shopping Revenue up 1407%

Non brand Shopping ROI up 83%

Brand revenue up 152%