Challenge

Casper revolutionized sleep for the millennial generation. But as dozens of DTC mattress brands flooded the market, they wanted to build their fanbase with a different audience—more affluent, older people looking for a mattress for the first time in years. Casper developed a new premium foam and spring Hybrid mattress, and tasked us with launching it into the world, without losing the brand’s original whimsy.

Insight

The real promise of a good night’s sleep is how it makes you feel when you wake up — refreshed, optimistic, ready for life. That shift in focus could move the brand from transactional (“buy a bed”) to emotional (“enjoy waking up”). And for our new target flooded with mattress options, sometimes the easiest choice is to not choose at all.

Idea

We created the Choose Both campaign that brought to life how with Casper, you don’t have to compromise. In an extremely condensed timeline, we created a 360 campaign (TV, print, digital, social) that elevated the visual identity of the brand to relate to our new audience. We even included a very special radio spot that used two choirs conducted by The New Yorker’s favorite composer, Brad Wells to represent the feelings of spring and foam coming together. Yes, I may have made a cameo.

Impact

We saw an increase in brand affinity and new to brand awareness. Most importantly, we were able to show the clients that even as the brand grew, they should never forget the joyful tone of where they came from.