one perfect mattress for everyone€¦ · casper sleep, inc. needs to create a stronger identity to...

One Perfect Mattress for Everyone

Background & Introduction

Background & Introduction

Founders - Gabe Flateman, Philip Krim, Neil Parikh, T. Luke Sherwin, Jeff Chapin

Launched - April 24, 2014

Goal - Become “A Warby Parker of mattresses”

Direct-to-consumer sales model

“One Perfect Mattress” for all consumers

Pricing at 1/3 of Big Mattress

Made of four different foam layers - 10 inches high

Free delivery via UPS

75-night free trial to 100-night free trial (“no hassle” return policy)

Company value is over $550 million

$75 million investment from Target

Increase presence in the market by building brand awareness

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Engaging customer serviceFree delivery and long trial periodSocial media presenceProduct quality and variety - e.g. dog mattress, sheets, pillow; “Woolly” magazine

Focusing primarily on major citiesObscure identityLimited in-person customer interactionLimited television advertising Doubtful quality among some consumers

Direct-to-consumer competitors with similar services - e.g. Leesa’s and Tuft & Needle’s 100-day trial and delivery box; SaatvaMajor mattress competitors including Serta and Tempur-PedicOmnichannel by store-based mattress sellers

International expansionPhysical store representationMid-size cities or college towns

Brand Evaluation

Brand Evaluation

direct to consumer; delivery to home; no ‘middle man’Convenience

Customer Service

Originality

Affordability

Variety

prioritize and value customer interaction and feedback

developed own foam

lower price compared to major competitors

dog mattress, bedding (sheets)

Target Audience

Target Audience

Primary: “Both men and women aged between 25 to 34 with

household income between $33,000 and $46,000”

- “Millennials” (18-34, $1.3 trillion buying power)

- First generation to grow up with the Internet

- Ad-friendly but.. are they?

- WELLBEING

Target Audience

Secondary: “Anyone and anything in need of a mattress”

Purchase funnel:

1. Top to middle:

Raise awareness ⇨ generate interest

2. Middle to bottom:

Convert consideration/intent ⇨ purchase

Media Evaluation

Media Evaluation: Social

Post at least once a day, 83% of the time about sleep, 15% engagement

Media Evaluation: Social

Personality shines: satirical, responsive

Shorty Award in 2017

Media Evaluation: Branded Content Integrates with other media

Media Evaluation: Offline Nap mobile, snooze bar, stay inn

Problem Statement&

Marketing Strategy

Problem Statement

Casper Sleep, Inc. needs to create a stronger identity to maximize awareness as it has limited physical stores, limited television

advertising and less recognition outside of major U.S. cities and a few foreign cities.

Marketing strategy

Reach broader audienceAlternate communication method

Show originality

Objective &Strategic Decision

Objective & Strategic Decision

Original:Brand websites

Social media

Update:Emails

Tv commercial

SEO

SEM

Don’t forget cookies!

Choose the best keywords

Optimize brand website’s content

Attract quality links

Manage an ROI-driven paid research campaign

Increase quality score

Retargeting

Ad Group: Wave

Keywords:

[ ] Casper

+ Mattress, box, free delivery

“ ” Perfect mattress

Sleep item, pillow, in a box

Third party extensions

Existence somewhere else: display

Following consumer purchasing journey

Customer review websites

Interested websites by modelled audience

device-based websites by targeted audience

Email

Blind spot!

Timeliness for news

Affordable cost

Targeted marketing

Effective conversion

Recommendations

Keep on to social media!

Listen to customers

Hold ONE brand voice

Communicate with them

Assess company’s brand position

With solid brand strategy

Communication Strategy

Objective: Use TV to raise awareness and promote website

Option 3: Use TV The “Casper Way”

Promote Casper as a caring, funny, youthful brand Inform audience of website and Casper-related events - i.e. arrival of pop-up stores, new product

No $50 promo code on TV

Rationale

Option 1: had expanded to new geographies and did not incorporate TV.

Option 2: had bland tonality: not very interesting and did not represent emotional brand.

Option 3: gives flexibility for use of social campaigns.

Gain recognition from foreign market and domestic mid-size cities

Promotional codes better positioned for online display or checkout

TV Idea: Penguins Hibernate

Casper color: Sapphire | Bears showing cub how to hibernate… cave has casper bed

1. Bear sees penguins 2. Build cave to hibernate 3. Lay in bed

Thank You