Case Study: Mattress Firm achieves 24–31x boost in social impressions and engagement with ICUC

How Mattress Firm teamed up with ICUC and Chili’s Restaurant

Mattress Firm partnered with ICUC (icuc•social) and Chili’s to amplify its rebrand and "Junk Sleep" campaign on April Fool’s Day. Tasked with grabbing attention, sustaining a new brand storyline across channels, and showcasing a more fun, lighthearted tone, Mattress Firm engaged ICUC’s 24/7 community management and social strategy services.

ICUC delivered customized community management, brokered the organic collaboration with Chili’s for the "Margarita Mattress" activation, and optimized engagement in real time. The campaign produced dramatic lifts — Twitter impressions +24.6x, Twitter engagements +29.5x, Instagram engagements +31x (and 3x reach) — while giving Mattress Firm a playful brand voice and peace of mind through continuous moderation and reporting.

Mattress Firm

Sarah Hoover

Manager, Communities