Two-week Mini Brand Campaign — Casper

Overview

Casper is a mattress company founded in 2014. It provides mattresses, pillows, bedding, and other accessories. It began shipping mattresses directly to customers and provides a 100-day trial return policy which is very attractive for customers. It provides a small package of mattresses with is convenient to move and deliver. Moreover, its mattress product line is clear and easy to choose.

Casper describes itself as a sleep company and it believes sleep is the most important for everyone and sleep can charge everything people do. It’s a DTC brand that sells products directly to its customers without other retailers. The company focuses on how to provide better sleep for everyone.

Target Persona

From the data online, we can see Casper’s potential customers are younger generations (25–34 years old). Its target customers are middle-class millennials who are willing to make big purchases online as the mattress costs $1k-3k. Those customers can be new homeowners or renters who are seeking better upgrade mattresses. They tend to do a lot of research online before purchasing. They can learn about this brand via social media and be impacted by influencer marketing.

Purpose — What is the aim of my campaign?

As Casper is a new direct-to-customer brand, it’s not available in some large mattress firms or home goods stores. Therefore, it lacks brand awareness and it’s difficult for them to reach target customers. There are many similar mattress brands that can provide better quality or better price mattresses and they are on some larger platforms well-known to most of the customers. Therefore, it is crucial for Casper to be outstanding in the promotion processes to compete with large companies with its products and services.

This mini-campaign is to help increase Casper’s brand awareness and promote this brand to more potential customers. It is important to expand some of Casper’s advantages like a 100-night risk-free trial, free shipping and return in a small convenient package, and lower price and better quality.

Plan — How do I plan for a successful campaign?

It will be a 2-week online campaign consisting of Google ads promotion, and social media account posts. Moreover, it provides some email promotions to its new subscribers. Google Ads will run from Sep 14th to Sep 27th. Social media posts will be posted regularly on Facebook, Instagram, Twitter, and Pinterest. Email promotion will be sent to new subscribers when they click subscribe on the website.

Produce — What content do I create?

Google Ads:

Social media posts:

Pictures of Casper products, descriptions, videos, lifestyle pictures, story storytelling, discount promotions, and links to purchases once a week. Moreover, the social media accounts and interact with some influencers and utilize influencer marketing to increase brand awareness and people’s willingness to purchase.

Email promotion:

Thank you for subscribing to Casper. We provide the most comfortable mattresses and various bedding products. We offer a 100-night risk-free trial, free shipping, and return for all mattress orders placed on our website.

Here’s your 10% off discount code for your first order! It’s our pleasure to welcome you to our Casper community. You can follow our social media accounts for more information.

(links to social media accounts)

Promote — How do I make sure my campaign reaches who it needs to?

I can choose certain ad keywords for Google ads, and they can be chosen to show in different areas and demographics. Social media posts can be paid to show on others' home pages. Also, we can add some tags to engage in communications with people who search for some keywords like mattress. Email is sent to potential customers who subscribe so the task would be how to convert them into actual customers.

Casper’s potential customers are mainly millennials who surf online all the time. They care about how the internet shows about this brand and if they want to know more about the brand, they will spend a long time on research online. If they can see good reviews and more content, they can decide to purchase online and they are the certain target customer we need for this campaign.

Results — How do I track and measure my campaign’s success?

Google ads can be measured with their impressions, clicks, click-through rate (CTR), and conversions (purchases on the website). Social media can be tracked with its follower increase, link CTR, and follower engagement (likes and comments). Email promotion can be measured by CTR and conversions.

Goals

The goal for Google ads is to have 100K impressions, 5K clicks, 5% click-through rate, and 2% conversions. For social media, the goal is to have a 1K follower increase. Two week is short to measure the actual return on investment (ROI), the promotion campaign needs to be processed for a long term to achieve success. Short term can be an test on whether the approach will be affective.

*Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.