PROBLEM

Casper is facing competition from a plethora of look-alike mattress brands with similar business models and product offerings.

CHALLENGE

Transform Casper from a mattress company to the world’s most loved sleep company to ensure they remain the category authority.

SOLUTION

Help Casper awaken the potential of a well-rested world by empowering people to get good sleep anytime, anywhere.

02 — the brief

SITUATION

Americans know clocking 8 hours, in bed, every night is important, but very few of them are getting it. In fact, 65 percent of Americans labeled sleep as important, but only 10 percent of them are prioritizing it.

TENSION

While getting 8 hours every night is considered the gold standard of sleep, it’s just not realistic. Why? Because in our ‘hustle-centric’ culture, sleep often falls to the bottom of our priority list.

KEY FINDING

As a result, Americans are squeezing sleep in whenever and wherever they can to keep going. In fact, 45 percent sleep somewhere other than a bed at least once a week — whether it be in the car, on the subway, or even in the bathroom.

OPPORTUNITY

Champion good sleep — no matter the time or place. It’s time we stop holding ourselves to the unrealistic standard of getting a good night’s sleep and start focusing our efforts on getting good sleep — period.

STRATEGY

Casper makes good sleep happen — anytime, anywhere.

CREATIVE PLATFORM

Good sleep — anytime, anywhere.

Barrier #1

People don’t understand what the idea of “good sleep — anytime, anywhere” means.

Comms Task

Establish the meaning around “good sleep — anytime, anywhere.”

Tactic(s)

Brand Campaign (TV, Social, OOH) 

Barrier #2

People don’t understand the link between Casper and “good sleep — anytime, anywhere.”

Comms Task

Show how Casper adds value to those who need good sleep — anytime, anywhere.

Tactic(s)

Product Innovation + Experiential

Barrier #3

How do we make sure that “good sleep — anytime, anywhere” is a legitimate thing?

Comms Task

Invite consumers to get good sleep — anytime, anywhere.

Tactic(s)

Casper Certification + Casper App

THE CASPER BADGE

casper certified® companies

Companies that provide spaces for their employees to nap at work will have a blue badge next to their name on networking and job sites such as LinkedIn and Glassdoor to let prospective employees know they support their decision to get good sleep at the office.

This allows Casper to not just capitalize on the cultural shift happening around sleep, but bring it to fruition.

AIRPORT DREAMERIES

the casper club®

You’re waiting for your connecting flight to Denver, but it keeps getting delayed. It’s been a few hours, and at this point, you’re getting tired. You lay down to take a nap but can’t get comfy on the sparsely cushioned airport seats. You think to yourself, wouldn't it be nice if they had a nap room at the airport?

Good thing you belong to the Casper Club® — an airport version of the traditional Casper dreamery, outfitted with nap rooms and Casper products for purchase.

LUNA — THE CASPER APP

a qualitative sleep tracker

When it comes to sleep tracking, most apps measure the number of hours you clock. The problem with this? You could sleep for 8 hours and feel groggy, but you could also sleep for three hours and wake up feeling refreshed.

Good sleep is about more than the number of hours, it’s about the quality of the sleep you’re getting. Luna takes into account other factors that affect your sleep such as diet, mood, and temperature — allowing users to discover their optimal sleep conditions.