How Casper wants to sell you sleep

On Facebook and Twitter, Casper shares links from his blog and Van Winkle’s blog to help advertise. It’s a small symbiotic ecosystem, creating a propaganda in favor of continuous sleep.

When it doesn’t push its own posts, Casper’s Twitter feed hosts a pound collection of half-hearted thoughts about sleepiness. Viewed one by one, the tweets seem innocuous. They were even nominated for a Webby award. But in mass review, they only have one quirky bedmate: Casper’s Twitter personality is as normal as a gossip friend; but in its limited interest group, it’s just as stupid as the simplest bot. As I flick through hundreds of nearly identical tweets, I begin to lose interest. Are customers really enjoying these things? Isn’t it the kind … somewhat confusing?

When I asked co-founder Sherwin about the difference in voice, he told me, “Van Winkle’s is a different brand from us. It was very deliberate not trying to blend in with Casper’s accent. “

He added, “What we think about social media is in a territory located below Earth, a bit bolder, compared to the website and other channels. It’s the side of Casper that a lot of people love – personality, people. “

He’s right. Across social media, buyers binge on Casper. They talk to the brand as if it were a person, and the brand converse, also in a very human form. While other companies, such as Tuft & Needle, are more reserved, Casper is cheerful and quiet, and has extensive experience with naps and waffles.

As a marketing strategy, nap-and-waffles is a huge improvement over a past breakthrough by another Casper co-founder, Philip Krim. According to the The New York Times, in the days before Casper, Krim collaborated with Playboy on a mattress called Ecstasy, which appeared at a 2010 trade show organized by Playboy Bunnies. In that context, naps and waffles are the height of the class. And people seem to be enjoying Casper’s voice – here’s the most recent successful tweet I’ve found:

“Twitter is especially interesting for us. Sherwin talks about the daily struggle. “We joked about iced coffee and bacon and lazy Sundays – things that don’t necessarily match the ‘sleep better, live better, run like hills’ vibe.”

Okay, point one for Sherwin: he delicately dissected the hackers in life and championed the simple pleasures of life. In fact, maybe that’s what an authentic brand means. But I still have some doubts. If my goal is to “turn sleep into a lifestyle”, I need to connect with something more meaningful than brunch.

I plugged in through Casper’s marketing projects. In May 2015, Casper launched the Snooze Bar: a five-day “sleep celebration” in multiple cities. During a visit to Snooze Bar, you can “[t]Sleep on the comfy Casper mattress, take a nap, have coffee, eat a waffle, and have an artist interpret your dreams. “Naps-and-waffles happened again! A year later, Casper launched another real-world marketing effort, New York Sleep Symposium. Arianna Huffington stepped onto the stage, promoting the book.” Her new book on sleep Huffington, an accomplice in the commercialization of sleep, has promoted her book “The Sleep Revolution” in many creative ways, including partnerships. brands with Sleep Number, Uber, AirBnB, JetBlue and Marriott (among the many other). For these deals, she talked at JFK’s JetBlue station while sitting on a Sleep Number mattress, provided “Night in Arianna’s sleeping paradiseOn AirBnb, chat with passengers while hovering over the Uber do Dr. Ozand advertised her book for “millions“Marriott’s guests. At Casper’s symposium, she explained the shortcomings of sleep deprivation and was serious about not driving while sleepy.

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