Casper is putting to bed the notion that mattresses are boring social fodder, and the upstart is gaining comic notoriety and a sizeable following on Twitter
Goal
As a new player in the mattress market, high-end manufacturer and supplier Casper has relied heavily on word of mouth to make up for its low-budget advertising strategy. Since its founding, person-to-person marketing has been the biggest driver of its sales. Social media allowed the brand to engage with customers while also giving its loyal patrons a very public way to do its evangelizing.
Casper’s main objective on Twitter is to raise awareness of the brand. Not everyone is in the market to buy a bed—most people buy a mattress every seven to 10 years—but when they do embark on that buyer’s journey, it’s important to grab their attention, says Lindsay Kaplan, Casper’s vice president of communications.
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Michelle Markelz is managing editor for the AMA's publications.