In an industry surrounded by big brand names, Big Fig wanted to connect with people and create an authentic community. Those other companies are missing the mark on what it is like to be a plus-sized person and what it feels like to be excluded based on your weight. Before Big Fig, there were no options for a quality, supportive mattress that wouldn’t wear out after only a few years of use by a plus-sized individual. So Big Fig set out to do just that. After building a brand-new mattress from the ground up, their main goal was to share the values that their product offers the plus sized community. But since they were selling a product that is guaranteed to last a minimum of 20 years, Big Fig wanted to go beyond just selling their product, but also bring together a community.
With openness and honesty at the forefront, thunder::tech has been able to establish an engaged community of Big Fig advocates that don’t shy away from the “fat experience” but rather take hold of the conversation. We decided to use Big Fig’s platform to socialize and discuss the daily challenges and struggles those with bigger figures face. To accomplish this, we used Facebook, Instagram, Pinterest, Twitter, and TikTok.
The first step was focusing on organic social to create an authentic atmosphere that would reach new people, educate on the problems the audience faces and promote the solutions Big Fig offers. With engaging posts that started a conversation and encouraged participation, we were able to build relationships and keep users engaged even after making a mattress purchase. Community management and interaction led to greater brand loyalty and increased engagement rates. Our team works to ensure that they are responding to all mentions of the brand or inquiries about mattresses for bigger figures.
In 2021, Big Fig’s impression rate across social platforms increased by 72% compared to 2020. Due to our team’s efforts, we were able to capture users before, during and after purchasing a mattress. Not only were more people reached, but the content being shared resonated with the audience: engagement rate increased 143%.