Many brands use the same terminology and imagery in communication across platforms. When asked during interviews "what are the differences between the different brands?” the majority of the interviewees had no clue.
Top brands try to leverage their core competencies when communicating with consumers. However, product and logistics are the primary focus which does not set them apart enough in the eyes of the consumer.
Mattresses are an investment since most people shop for them once every 5-10 years. People will spend 1/3 of their life sleeping so the buying a mattress is truly an "intimate purchase."
Sleep in Culture...
In recent years people are starting to pay greater attention to the benefits of sleep and its role in their over all health and life, however there is currently what news channels have described as "Sleep Crisis" in America. Why is that? Because even though most people understand the importance of sleep it is not high on their priority list.
In theory sleep is something that should be simple, yet for many it's not. A good night’s rest can seem more of a dream than a reality.
Most people see sleep as a chore but in fact it's a relationship. With so much information out there it's all about figuring out what works best for you.
When asked in the survey "how would you describe your relationship with sleep" the responses showed that most people love sleep but feel as it is not a stable relationship.
Through the research I identified two audiences. The two share a few common interest and attitudes, but are at different stages in their life.
They are passionate, optimistic people that live an active lifestyle. They look to get the most out of life by traveling, exploring their hobbies, hanging out with friends, and spending time on personal development both mentally and physically. For the most part they have some sort of routine during their day. And lastly, they love sleep but are on different parts of their sleep journey.
People settle when it comes to sleep.
Simply because they do not know where to start to enhance it. They tend to forget how much they love it until asked.
Play into the emotional aspects of sleep.
Reintroduce sleep to culture and be an authority on sleep.
Casper: Rekindling society’s relationship with sleep.
Rekindling- “to excite, stir up, or rouse anew: efforts to rekindle their romance;”
CREATIVE CAMPAIGN CONCEPT
A new campaign set forth by Casper to amplify their mission of being a sleep brand. "An Ode To Sleep" celebrates the love we have for sleep and is a reminder to take some time to care more about the sleep you deserve. This campaign moves away from relying on reviews as content and producing more user generated content to help promote a new community.