Casper | The Ask
Prepare a short presentation that demonstrates your ability to think strategically about brand building/storytelling while also considering the realities of product focused marketing and promotional cadences. The idea(s) presented do NOT need to be fully fleshed out creative executions but rather a framework that shows your ability to think across channels (digital media, social video, pr/partnership/influencers, retail, ecomm) that pay off with our communication objectives.
1. Own the Data Space
I mean this in two ways: [1] Test and refine. Every brand wants to be a data driven but I think many companies can do more to invest and build a framework to test. And I think creative teams can do more to provide options for testing both TOV and imagery, from item level to campaigns. (I did this at Bain/Virgin to great success.) For Casper, that could include shooting item level bedding as messy beds or crisp beds, bedding with people or empty, environments that are staged or in real homes, down to the amount of pillows on a bed. I want to own that data space and really understand consumer preference. [2] Data on customers, I want to know how post-purchase customers are sleeping, what they’re sleeping in and on and then try to effectively anticipate their needs. I’ll explore that a bit later when I talk about the app.
2. Amplify the in-between
“We know we sell mattresses in 5-6 tentpole events per year, how do we stay top of mind in between those events.” I thought this area was ripe for exploration. I think exploring that cadence and rhythm could yield strong results. I would try to engineer social conversations around sleepwellness that positions Casper as the leader of that conversation. So that as we approach a sales event (a sales event in which the creative is rooted in data, the first pillar), the brand is perfectly poised to be the top brand for consideration.
3. Elevate the Newly Expanded Distribution Channels
In light of the recent announcement of the Mattress Warehouse partnership, I think the brand should elevate that experience so it’s a premium shop-in-shop. Thereby creating a consistent experience between Casper shops and MW so that the Warehouse experience feels aspirational. This includes the experience on sleephappens.com. Casper could create unique bundles for each channel which would discourage a 1 for 1 cost comparison.. It’s similar to buying All Clad bundles at William Sonoma vs Crate & Barrel.
Campaign, Early Q1 2021
Sleep/Screen Challenge
Tapping into the trend of resolutions that happen every new year, Casper positions itself as the preeminent sleepwellness brand. Restorative sleep is as critical to good health as diet and fitness. As we approach the first sales event of the year, Casper stays top of mind as the sponsors of your great tomorrow by encouraging better sleep habits.
Casper introduces a Sleep/Screen Challenge to tee up consumers for MLK weekend. It allows for people to participate in new years resolutions without being as difficult as Dryuary, you don’t have to diet or go get a gym membership. But it elevates sleep to the same level of importance as those other health variables. The Sleep Challenge only asks you to set a time before bedtime to turn off your screens. Casper isn’t asking a lot, it’s simply asking whether making small shifts — like turning off your screen, or getting cooler sheets, or having a more supportive pillow can yield greater tomorrows.
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Building on the Casper Glow App
Innovation is in Casper’s DNA — it created an entire category. As Casper evolves to service all your healthy sleep needs, it’s the technology component coupled with product that truly unlocks your best tomorrow.
Casper adds a remind & track feature to the Glow app. A user can set a goal/reminder to turn their screen off. Additionally, the app can also track what nights the screens stayed off and the user can input and compare their morning mood to the time they went to bed.
It’s not a particularly robust feature, but it continues the tech journey for Casper which will become more important over time. It creates stickiness to Casper which keeps the brand in consideration.
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Extending Vanessa Bayer: Knock knock, it's Tomorrow
When the reminder goes off, a very light hearted nudge from Vanessa Bayer plays— it’s low pressure but a gently reminder to think about your tomorrow.
“Hey, knock knock. It’s time to turn off your screens, I promise the content will be here tomorrow, I know because I *am* Tomorrow.”
Messages can vary. I think having a person deliver a reminder is a stronger commitment device than a standard alarm, its more powerful, which leads to the next idea.
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How It's Socialized
Casper can run a timed social campaign late in the evening with a message from content creators, similar to Vanessa’s message reminding them to love their tomorrow, that they should turn their screens off because the content will still be there in the morning.
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Digital and Instore Marketing
Although the Sleep Challenge isn’t directly tied to product, Casper can still tap into the trend of new year’s resolutions and goal making by making sleep a priority for the new year and creating a checklist of healthy sleeping habits or possible adjustments through products one can make to improve the restfulness of their sleep.
Obviously, screen-off is on the list but its rounded out by a blend of actions and products: a more supportive mattress, better pillows, a weighted comforter, etc.
Campaign, Mid Q1 2021
Sleep by the Numbers
Casper enters the Sleep Awareness period by upping its app technology and allowing people to be more personally aware of the sleep they get. This speaks directly to people who are trying to optimize performance and tees them up for a strong President’s Day event.
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The Glow App Continues its Glow Up
Casper continues to encourage sleep health through innovative technology. In this update of the Glow app, sleep tracking is made possible when pairing your watch and mobile device.
This allows the user to monitor their sleep quality and check back often. And it offers Casper an opportunity to have an ongoing direct conversation with their customer and provide sleep tips and/or recommend products that might help them have an even greater tomorrow.
This is connected to the first pillar of owning the data space.
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2022 YOUR Sleep Info
After a year of the sleep tracking app, only made possible by the new app funtionality, Casper gives you a personalized view of your past sleep year. These create highly shareable content on social. It helps you identify personal trendlines and Casper can offer advice on how to continue to optimize and meet your goals.
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2021 Year-end Recap
Made possible by the sleep tracker: Similar to Okcupid’s Dating Data Blog, Casper releases end-of-year aggregate sleep data that sparks social conversations (how much are people sleeping, do partners sleep better, does bed size matter?). It positions the brand as the defacto sleepwellness company, and it injects Casper into conversations in the middle of the holiday season — so this year-end could not only serve as the backbone for a gift giving guide but also be used as your personal benchmarks for New Year Wellness goals.
Campaign, Late Q1 2021
Spring Renewal
As goals fade and resolutions are forgotten, we move into the next calendar period — spring rejuvenation : days get longer, excitement builds for summer and the conversation moves to self-care. Instead of hitting strict targets, we’re kinder to ourselves — we’re looking to refresh for spring and possibly indulge on mood lighting, robes, maybe even scents via candles.
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Marketing Revolves Around Spring Renewal
Tapping into the excitement that comes from the spring season, Casper stays top of mind with a campaign focused on fresh new colors. This will inspire consumers to explore the offerings and tees them up when the brand goes into a heavy promotional holiday weekend.
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Inspired by Spring, Shared on Pinterest
The Glow app continues its journey with the added feature of room decor capabilities. Users can virtually change the color of their bedding to one of Casper’s new spring colors, or use AR see how Casper furniture looks in their space.