Case Study: Füm revives growth and sharpens marketing strategy with Fairing

How Füm revitalized its business with customer base insights from Fairing

Füm, a health and wellness company, needed to revitalize its struggling business by identifying a new target audience and validating a major marketing pivot away from fitness enthusiasts to people seeking to break negative habits. The challenge was to confirm this strategic shift and pinpoint which new marketing channels were driving revenue without alienating their existing customer base or wasting their limited budget. They turned to vendor Fairing and its post-purchase survey product, the Question Stream™, to gather the necessary zero-party data.

Using Fairing's solution, Füm gained clear insights into customer acquisition and intent. This allowed them to confidently scale their successful podcast advertising spend from $5k to $120k and validate their new marketing direction in real-time. Fairing's data also helped Füm attribute revenue to specific organic mentions on platforms like TikTok and Joe Rogan's podcast, and provided insights to inform future product development and a potential retail expansion.

Füm

Adam McNeil

Former VP of Marketing