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Two plump white pillows against a pale oak headboard on a neatly made bed, a linen throw folded at the foot, morning light from a window at the left

How Mr. Big Pillow Achieved 30x ROAS In 3 Months

Project Scope: Strategy, Performance, Creative, Data

The Challenge

Mr. Big Pillow bases every design on data about human anatomy. Its pillows, toppers and mattresses are ergonomic, made to work with the body, and the brand describes them as a sleep solution designed by a physical therapist.

In 2022 the brand faced stronger competition in its market, and COVID-19 affected its online-to-offline business in particular. Both made it harder for Mr. Big Pillow to stand out and attract customers.

Taking customers from online channels to offline stores was complex. The brand needed an approach that showed how well its marketing worked and what that marketing did for its offline results.

A man in grey lying on a white mattress on an adjustable bed base, with the head and knee sections raised

Our Approach

Mr. Big Pillow’s financial goals for 2023 included 60% more net revenue and more physical stores. To reach them, the strategy set out to improve the brand’s omnichannel marketing and get more from a limited online advertising budget.

A second aim was a clearer view of how customers behaved across online and offline channels. The strategy stage set specific objectives and chose the key performance indicators (KPIs) that would track progress and measure success.

  • White pillows and quilted mattress toppers on wooden display stands
  • A row of white pillows standing on a white mattress
  • Dark glass bottles with mr.big RELAX labels beside small white pillows on cards, on a wooden table

Outcomes Achieved

Mr. Big Pillow used synchronised data from Primal and a data partner to see how its customers behaved across channels. Targeted campaigns for awareness and consideration focused on brand recall and credibility, and the work also aimed to grow the customer base, raise the value of each customer and keep more customers coming back.

With clear objectives and KPIs guiding the work, Mr. Big Pillow met its financial goals for 2023. Return on ad spend (ROAS) reached 30x in 3 months, and the results show a 34.4x ROAS, 1100% growth in total revenue and 2390% growth in offline revenue.

  • 34.4xReturn on Ad Spend (ROAS)
  • 1100%Growth in Total Revenue
  • 2390%Growth in Offline Revenue
  • 30xReturn on Ad Spend

Key Insights

  • Objectives and KPIs set at the strategy stage guided the work and measured progress towards the 2023 goals.
  • Synchronised data gave the brand a clearer view of its customers across online and offline channels.
  • Offline revenue grew 2390% and total revenue grew 1100%, and Mr. Big Pillow met its financial goals for 2023.

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