£1.9m before Christmas.
A new British headphone brand nobody had searched for in September did £1.9m through Google Shopping by the end of December.
£1.9m
Shopping revenue in the launch quarter
- Channels
- YouTube, Meta, Shopping
- Market
- UK
- Period
- Q4 2025
An unknown headphone brand, ready for Christmas.
Fennick spent three years engineering one pair of over-ear headphones in Bristol. In September 2025 it had a product, a £249 price, good early reviews and almost no one searching for its name.
The brief was a UK launch that paid back inside the quarter, which meant turning attention into searches, and searches into Shopping sales, before the December cut-off.
- Client since
- 2025
- Product
- Fennick One, £249
- Market
- UK
- Upwell team
- Six
Three moves.
What we changed, in the order we changed it.
Weeks 1–4
Make the name worth searching
A thirty-second YouTube film and six-second cut-downs, aimed at people watching headphone reviews. One job only: send them to Google with the word Fennick in their head.
Brand searches ×6 in eight weeks
Weeks 3–6
A product feed that sells the sound
We rewrote every title and description in the Shopping feed around what people type: noise cancelling, forty-hour battery, folds flat. Then Shopping and Performance Max were split so brand searches never paid generic prices.
Shopping CTR 0.9% → 2.4%
Weeks 7–13
Meta for the people buying gifts
From mid-November the angle changed from specs to giving: who they are for, delivery dates, gift wrapping. Ads switched off the day the last guaranteed Christmas delivery passed.
38% of December orders were gifts
The ads behind the launch.
Made by the studio in October, cut for each placement. Click-through measured to the product page.
01 / 03Reels · 9:16
“Put them on. Hear the room go quiet.”
Before and after.
Q4 2025. Shopping return compares the first fortnight with December. Brand searches from Google Ads keyword data.
Shopping revenue, launch quarterHigher is better
New
Brand searches a monthHigher is better
+508%
Shopping return on ad spendHigher is better
+100%
Who made it.
Upwell
- Client lead
- Paid search lead
- YouTube and Meta buyer
- Feed specialist
- Creative director
- Editor
With Fennick Audio
- Fennick founders
- Fennick e-commerce team
