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Case Code: MKTG385
Case Length: 16 Pages 
Period: 2013 - 2019   
Pub Date: 2018
Teaching Note: Available
Price:Rs.400
Organization : Casper
Industry : Mattress
Countries : US
Themes: Experiential Marketing/Viral Marketing/Brand Management
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Casper: Employing Innovative Marketing Strategies to Engage Consumers

 
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INTRODUCTION

Casper, a mattress company in the U.S., quickly gained a huge following among consumers. Two key reasons for the company’s popularity were – it offered a single type of mattress as against the bewildering range of options offered at traditional mattress stores (which confused consumers) and it delivered the mattress directly to customers in a box, which they found convenient. However, the biggest factor to which Casper’s success was attributed was the way the company engaged with consumers on social media and its humorous offline advertisements. Several customers uploaded videos of how they unboxed the mattress and how it unfurled. In fact, Casper encouraged customers to upload the videos. The company also ran online and offline campaigns to reinforce its association with sleep...

 

 
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