They utilized expensive influencer marketing from the beginning, having the macro-influencer queen Kylie Jenner feature an unboxing video on her Instagram in 2015, leading to a near-crash of Casper’s website. But it’s no longer the mattress chain stores that are considered Casper’s competition, but other popular bed-in-a-box brands such as Leesa and Purple, as well as the over 175 bed-in-a-box companies in business today.Ĭasper used smart content marketing to become an authority on the topic of sleep online. Introduced in 2014, Casper seriously disrupted the mattress industry - an industry previously dominated by stuffy, brick-and-mortar showrooms - with its direct-to-consumer, e-commerce, bed-in-a-box format. But first, let’s dig a little deeper into the problem Casper and its current marketing strategy face. Master Marketeer Bob Hoffman’s perspective of the toxic algorithms marketers have been dumping millions of dollars into got my wheels turning about an alternative marketing investment plan, one which can generate value - and profit - for Casper in a more organic way.

But this is partially the reason why Casper suffered a $67 million loss on its $312 million in revenue in 2019, which they were forced to disclose to potential investors with its less than satisfactory IPO.Īnd while Casper’s clever billboard campaigns and social media strategy led to its initial success as a disrupter in the industry, its marketing strategy has become a money pit that may become the very bane of its existence unless a serious strategy shift occurs. And it’s no accident - the bed-in-a-box company spent $423 million on marketing in the past four years, $114 million of which was spent in the first 9 months of 2019 alone. Sleep brand Casper has been anything but a ghost in today’s conversations about mattresses.

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