Big Fig: Scaling Social Media Audiences
**Client Challenge**
In a sector dominated by major brands, Big Fig aimed to engage with individuals and build a genuine community. Larger corporations often fail to understand the experiences of plus-sized individuals and the feelings of exclusion tied to weight. Previously, plus-sized consumers had no access to high-quality, supportive mattresses that would last longer than a few years of use. Therefore, Big Fig set out to address this gap by creating a new mattress designed specifically for this community. Their primary objective was to convey the values represented by their product to plus-sized individuals.
**Strategy**
With transparency and sincerity at the core, thunder::tech has developed a dedicated community of Big Fig supporters who are eager to engage in discussions about the realities of being plus-sized. We leveraged Big Fig’s platforms to facilitate conversations about the daily challenges faced by those with larger bodies. This was achieved through social media outlets, including Facebook, Instagram, Pinterest, Twitter, and TikTok.
**Method**
Our initial focus was on organic social media to foster an authentic environment that would attract new audiences, raise awareness about the issues they encounter, and highlight the solutions Big Fig provides. By creating engaging posts that sparked conversation and encouraged involvement, we were able to build connections and maintain user engagement even after they purchased a mattress. Active community management led to enhanced brand loyalty and higher engagement rates. Our team is committed to responding to all mentions of the brand and inquiries regarding mattresses for plus-sized individuals.
**Impact**
In 2021, Big Fig experienced a 72% increase in impression rates across social media platforms compared to 2020. Thanks to our team's efforts, we effectively engaged users before, during, and after their mattress purchases. Not only did we reach a broader audience, but the content shared also resonated strongly with them, resulting in a 143% increase in engagement rate.