2. CASE OBJECTIVE
• Casper Sleep Inc.: Marketing the "One Perfect Mattress for
Everyone" case study focuses on the company and the threat of
direct-to-consumer mattress firms.
• It discusses how the company has differentiated itself from its
competitors and what strategies it has applied to stand out.
4. • High quality at lower cost
• Five days nationwide delivery via UPS
• 0% Financing for six months
• Communication strategy
• Press, search engine optimization, podcast,
radio endorsements
• Cool subway adds
5. • Large media coverage as compared to Tuft and Needle
• More popularity among various media channels
• Better business model
7. SEO, SEM
• This was Casper’s first paid activity program to
bring more traffic to Casper.com (the only place of
selling mattresses)
• Company invested in normal practice of
“retargeting”
• Followed the “cookies” tracking method to bring
back potential customers.
PODCASTS
• Casper sponsored podcasts (began in July 2014)
• Sponsors were encouraged to personalize the
message.
• Provided unique promo code offering a discount
of $50
CELEBRITY RADIO SPONSORSHIP
• Provided unique promo code offering a discount
of $50
• Three Major radio endorsers for Casper :
• Dr. Laura (America’s #1 Relationship Talk Host)
• Howerd Stern – well known “shock jock”
• Collin Cowherd – Sports Radio Host
• Dr. Laura Facebook post mentioning “her
experience” of Casper brought in a whole
new set of customers for Casper – “Older
Age Couples”
• Used Unique Promo Codes
SCRIPTED COMMENTS & SOCIAL MEDIA POSTS
8. PRESS COVERAGE CELEBRITY INVESTORS
• Sales and Press Coverage was boosted by involvement of
Celebrity Investers like Leonardo Di Caprio, Toby Maguire,
Adam Levine, Scooter Braun.
• 658 press mentions since product launch in April, 2014
• 158 articles covered Casper during this time, ranging
from, The New York Times, Wall Street Journal, Fortune,
CNN, House Beautiful, Elle Décor, New York Magazine,
Fast Company etc.
• Occassional and short television appearances for media
like Bloomberg.com, CBSMoneyWatch to spread the
“Casper Story”
NEW YORK CITY SUBWAY ADVERTISING (JAN 2015)
• Extremely Successful
• Brought in new
customers- like the
people applying for
jobs
10. POP UPS – 4 BED NAP MOBILE (FEBRUARY , 2015)
• The Pop Ups offered a chance to try
out Casper Mattresses
• Focused on selling sleep, comfort
and experience
11. Did the initial focus on "earned" rather than paid media to make
sense? Why or why not.
Casper was a “Sleep startup” and knew that for its success, Press was
important and critical to disrupt an industry. A lot of other brands were saying
a lot about themselves in those days, but Casper knew that “
That is why, I believe, the initial focus
on "earned" rather than paid media made more sense. Paid media can be used
later to amplify that voice.
Factors that helped them gain “earned” media :
12. IN MY POINT OF VIEW, LUKE SHERMAN’S STATEMENT “IT’S ALL ABOUT
BRAND LOVE” IS MORE APPROPRIATE FOR CASPER SLEEP
SUCCESSFULLY CREATED A BRAND THAT ALL CONSUMERS COULD
TRUST AND LOVE
MAXIMIZING SALES AND REVENUES ARE THE IMPORTANT GOALS
Selling only one 'universally comfortable' model
Casper attracts customers by emphasising ease and value for money
Casper's website is beautifully engaging
Two blogs, both of which are aimed at entertaining and retaining clients
Won the hearts of its youthful audience on social media
With media and high end celebrities, the brand was able to prove its credibility and helped
in amazing sales
Casper did it differently.
They allowed the customers to decide themselves if Casper sleep did have a quality product
as compared to other mattress brands
Appropriate mission
for Casper
communications
13. With ambitions to establish itself as the "Nike of Sleep", message
andmediamixforCasperforthenextthephase
• Nike to Sleep
• Future Ambitions
• Communication
Strategy
• Television Ads
14. • Strategic approaches and best platform
to launch your product.
• Fulfill the needs of consumer.
• Establish the bond between product and
consumer.
It is not necessary to have a good cash
flow for the better advertisement
CONCLUSION
