mr.big is a company on a mission to integrate physical therapy skills, functional design and ergonomic comfort into a series of products such as pillows, mattresses and toppers.
Project
Brand Awareness
E-commerce Traffic Acquisition
Our work with mr.big began in early 2020, just a few months before the COVID-19 pandemic that resulted in the entire world coming to an almost complete standstill. At the time, mr.big was counting 9 brick-and-mortar stores in Bangkok, their online presence was already omni-channel but with no consistency in their digital marketing and content, and their audience targeting was not optimized. Because of this, they found it challenging to create and implement a content strategy that worked with their desired target audience.
The bedding industry is a highly saturated and competitive industry; global brands with ties to big distributors on one side, and aggressive local brands fighting to win over the hearts and wallets of consumers on the other. Social media is the main arena they battle in for engagement from the increasingly picky and demanding consumer. Because of this, mr.big’s marketing and content strategy had to stand out from the crowd.
With these obstacles in mind, mr.big hired us as a digital marketing agency. Principle objectives included: increasing brand awareness, increasing traffic to e-commerce, and digital transformation consulting.
The tone of voice of mr.big’s brand is professional, clear, and direct as a physical therapist should be. With these factors in mind, we chose Facebook and LINE as the channels to publish health tips, alongside product information and promotions.
Social commerce is big in Thailand and can generate important results, as was the case for mr.big. We created monthly social media centric campaigns (Facebook, Messenger, Instagram, LINE) that encouraged interaction from the target audience, with reach, traffic, lead generation, and sales conversions through both their brick and mortar stores and online stores being the main objectives.
Consumers who are exploring pillows, mattresses, and toppers with proven health benefits often use the internet to find what they need. Because of this, during the brand awareness phase, we implemented Google Search Ads to drive traffic mr.big’s website. The ongoing campaign optimization is focused on narrowing the target audience to those with higher intention of making purchases.
The initial scope of work centered around increasing brand awareness was suddenly turned upside down by the COVID-19 pandemic that led to a lockdown and enforced curfew in Bangkok. As a result, mr.big had to close all of its stores temporarily and focus had to be shifted to increasing online sales. This made us move faster in a direction that had already been conceptualized but had not been planned yet. In the end, our flexible and agile team made the shift in focus smooth and was able to deliver effective results.
In the span of 6 months, we managed 37 campaigns on multiple social media platforms (Facebook, LINE, Google, and LinkedIn), and 250 unique contents were created.
Impressions
Interactions
Branded Keywords Search
ROAS
1015/29 Sukhumvit 71 Road,
Watthana, Bangkok 10110
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