The Challenge
The mattress-in-a-box market was crowded. Casper, Purple, and Nectar were spending heavily to win the same shoppers with similar foam mattresses at similar prices.
But one group of buyers was being left out. Larger-bodied people found that cheaper foam mattresses didn’t support them comfortably and wore out quickly. The founders had a product designed for them, but no name, no brand, no audience, and no way to sell it.
What I Did
I was the lead strategist and project manager, responsible for taking the product from an idea to a brand people would buy before it existed.
- Positioned the brand around the overlooked buyer: instead of fighting the big players head-on, Big Fig would be the mattress built for bigger bodies.
- Created the name, brand, and tagline, giving the company an identity confident enough to speak to an audience other brands had ignored.
- Built an influencer outreach program to reach that audience through people they already trusted.
- Designed a pre-purchase sales pipeline so customers could reserve a mattress before the first one was made, proving demand and funding the launch.
- Launched the ecommerce store and ran delivery from brand through go-live.
The Result
Big Fig sold more than 500 mattresses, worth $1M, before the product had even been manufactured. After launch, sales averaged $1M a month through the first year and approached $2M a month in the second.