As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: Casper Project Director: Julian Gamboa Project Manager: Samantha Yen Project Team: Leona Chen, Harjot Kaur, Christina Seong, Catherine Tran, Emilie Youngs

1. CASPER
“There’s no place like
Casper.”
Established April 2014
Project Director: Julian Gamboa
Project Manager: Samantha Yen

2. Meet the Team
Christina Seong
“Finished these slides
late because I was
asleep”
Harjot Kaur
“I’ll tell you what I
want. What I really
really want...SLEEP”
Emilie Youngs
“Napping is my
favorite thing to
do”
Leona Chen
“I probably
just woke up”

3. “Don’t sleep
on this deal.”
“Truly the most comfortable
mattress of all time.”
– PUREWOW
Sleep better or your money
back. No springs attached.

4. About Casper
A company that started with a failure

5. Unexpected
love and
acceptance
of a start up
almost cost
them their
company
Casper’s Defining Moment

6. GAME CHANGER

7. BLOWING THE COMPETITION
AWAY

8. PURPLE
Tuft and Needle● Older
● Family Company
● Expensive
● Social Media
○ Blog
○ Twitter
○ Facebook
○ Youtube ADs
● Reviews
● Social Impact
● Younger
● Entrepreneurs
● Cheaper
● Social Media
○ Twitter?
○ Facebook
○ Blog?
● Reviews
● Social Impact

9. Current Strategies
Nearly one million happy sleepers and counting
-They tend to market towards young adults with their
advertisements and images used through social media
-crisp, clean, visually appealing

11. Casper’s Social Media Presence
Twitter Facebook Instagram
115,000 Followers
-Comedic persona
Ex: “Find someone
who looks at you the
way you look at your
bed when you get
home on a Monday.”
598,997 People like
597,827 People
follower
Ads, Videos,
Shopping, Events
(varying locations)
112,000 Followers
Link to an online game
called “Internet Pillow
Fight”
Aesthetically pleasing;
white color scheme

12. Social Impact
B Corp
-“Using business as a force for
good”
-donate returned mattresses to
charity or will be ethically recycled
● 1,704,156 nights have been slept on Casper.
● 1,257 sleepwalks walked
● 20.16 years of Netflix watched
● 170 babies conceived
● 8,520,780 dreams dreamed
● 96.8 years of spooning
● 644,170 dog naps taken
● 34,083 late night snacks

13. Creating
Conversations
with Casper
Consistent identity across all
consumer touch points, including
it’s two blogs: Pillow Talk and
Van Winkle’s, an independent
publication

14. Increasing Brand Awareness
Extension of the brand as a lifestyle in comfort and wellness
Woolly

15. -Increase awareness of product
through channels: what we mean
by this is maybe to not tweet about
articles like coffee for example but
to market the brand more often
It took some research to uncover
the fact that the company will
donate or recycle returned
mattresses, and we thought this
should be something more
vocalized.
Sell the product, market the
company

16. Casper
Campus Nap
pods
Consumer InsightsCompany campuses
College campuses Brand Recognition Market Opportunity
Napmobile’s four pop-
up nap pods provide
first hand mattress,
pillow, and sheets
experience