Also what is a sleep brand....
T H E A S K
Differentiate Casper in the over-saturated bed-in-box category.
P R O B L E M
Caper’s unique selling proposition of being a "sleep brand" is getting lost through all the other mattress brands communications.
S I T U A T I O N
In the past 4 years since Caspers inception the bed in a box industry has grown exponentially. With an estimated 100 different brands now in the category the competitive landscape has become brutal.
T H E B R A N D...
Casper is more than a mattress brand but a sleep brand. They believe that better sleep is a foundation of a great life.
As the product ecosystem continues to grow outside of mattresses the brand is striving to become even more of a lifestyle brand. A lifestyle brand that truly embodies what it means to be the a sleep brand.
*Fun fact: Casper is not named after the friendly ghost.
K E Y T A K E A W A Y S
Going in to research I focused in 3 key areas,
(1)What makes up a lifestyle brand? (2) How does a sleep brand differ in the category/industry? (3) What is going on with sleep in culture and how do people view sleep in their life? Below is a summary of my findings. Research methodologies included 22 personal interviews, 2 store visits for product testing, secondary research, social listening, Simmons, and a conducted survey.
Lifestyle brand is a phrase that gets thrown out by a lot of brand now a days but what makes up one. Whether its the athlete for Nike, the creative for Apple, the thrill seeker for Red Bull one of the major things these brands have in common is that they embody the interest, attitudes, and options of a group or culture.
By identifying a core consumer that stands for the brand they also capture consumers who aspire to embody the spirit of the brand.
Lifestyle brands foster these communities by inspiring, guides, and motivating people.
Casper has done a great job of engaging with their consumers and the masses but has not yet clearly defined a core consumer and nurtured that relationship.
To say the bed in a box category is saturated would be an understatement. Consumers are bombarded by so many brands that use the same terminology and imagery in communication across platforms, only few standout. When asked during interviews "what are the differences between the different mattress brands?” the majority of the responses sounded like so could not tell the difference.
Although consumers may feel as if they sound the same the top brands try to focus on different things. Breaking down Casper's top competitors, based on market share, each tries to leverage these core competencies when communicating with consumers.
Even though these brands focus on these traits product and logistics are the primary focused which does not set them apart by that much when they revert back to that.
Seeing how most people shop for mattresses every 5-10 years they are more of an investment. The truth it estimated that people will spend 1/3 of their life sleeping so the purchase of a mattress is truly an "intimate purchase".
Sleep in Culture...
If Casper is not a mattress it is a sleep brand. To help understand what it means to be a sleep brand Casper has to understand what is going on with sleep in culture.
In recent years people are starting to pay greater attention to the benefits of sleep and its role in their well being and life. However there is currently a "Sleep Crisis" in America and why is that?Because even most people understand the importance of sleep it is just not high on their priority list.
It should be simple right? If you want more sleep go to bed earlier
Sleep is not a chore but a relationship. Its all about figuring out what works best for you but its good to have the fundamentals. When asked in the survey how would be the respondent would describe their relationship with sleep most
T H E S U M M A R Y
Lifestyle brands - No core audience = no lifestyle brand
The Category - People do not understand the difference in a sleep brand vs a mattress brand
Sleep in Culture - People love sleep but things can get complicated
I N S I G H T
SLEEP IS AN PERSONAL EXPERIENCE.
O P P R O T U N I T Y
Play into the emotional aspect of sleep.
O B J E C T I V E S
Encourage the love of sleep in culture.
Own that Casper is a sleep brand.
Spear-head the conversation of sleep in culture further.
B R A N D P O S I T I O N
S T R A T G E Y
Casper: Rekindling society’s relationship with sleep.
Rekindling- “to excite, stir up, or rouse anew: efforts to rekindle their romance;”
C R E A T I V E C A M P A I G N C O N C E P T
A new campaign set forth by Casper to amplify their mission of being sleep brand.