In my Marketing for the Internet class, my team analyzed Casper Mattress' digital marketing and pitched suggestions on how to increase engagement with the brand. The executive team of Casper saw our presentation and sent us a personal thank you with a sample of their newest product.

1. Justin Ashley, Michelle Carignan, Tricia Grudens,
Jillian Koehnken & Julia Kohn

2. What is Casper?

3. Executive Summary
Casper is an e-commerce company specializing in the sale of mattresses online.
One mattress, one set of sheets, one pillow.
Big name Investors
2013-Today
“Casper”- The Name

4. Agenda
Company Research
Analysis and Recommendations
SEO & SEM
Website
Social Media
Email
Budget recommendation

5. SWOT
Strengths
Convenience factor
Free shipping/returns/100 night trial
Good for the environment
Easy bed-in-a-box packaging that has turned into a unique “experience”
Weaknesses
A “one-size-fits-all” business practice
Only 3 showrooms to test out products

6. SWOT cont.
Opportunities
Open more physical locations
Expand into international markets
2014 startup company→ room for larger brand awareness/loyalty
Room for more investors
Threats
The amount of other high-quality competitors
Difficult economic conditions

7. Competitor Analysis

8. Main Target Market
Celebrities posting
25-30 years old
Most individuals are moving into
new homes
Based on retargeting tech
Uses mobile devices access instagram/
facebook.
Always on the go.

9. SEM & SEO

10. SEO Strengths & Weaknesses
Blog Posts
+ Frequency
+ Keywords
- Missing key elements
- Poor length
Website
+ GTmetrix 85% Site speed score & 78% Yslow score
- Image dimensions & redirects

11. Search Retargeting
Mediamath.com
Third party extension
Very strong strategy
Ex) Uses Instagram and Facebook
Utilizes their on-the-go target market

12. SEO Recommendations
Blog Posts
Add H2 tags, bulleted lists, meta descriptions, and tags
Increase the length of each post by 250 words
Website
Height & Width elements
Limit new sites, broken URL’s, A/B testing of a new webpage to limit redirects.
Backlinks
Backlink Building

13. SEM- Paid Search
Search ‘Casper’
First paid search that comes up
Includes sitelinks extensions
Added customer reviews
Used to be the dream team
Quality score
Click-through rates: ranks 4,319 for their
traffic

14. Ad groups & Keywords
Ad Group: Matress
Best mattress
Best mattresses
Cheap matress
Cheap matresses
Matress
Matress firm
Matresses
Ad Group: Mattress
Better sleep mattress
Caspers mattress
Mattress companies
Mattress in a box
Mattress retailers
Mattress startup
Sleep mattress
Ad Group: Pillow
Best pillow for side sleepers
Best pillows for side sleepers
Casper pillow
Pillow for side sleepers
Side sleeper pillow

15. SEM Recommendations
1. Bid on the ad groups/keywords listed previously.
Competition is high, if quality score is strong,
Increase traffic
Brand awareness to their target audience.
2. Increase Quality Score:
Lacked relevant landing pages.
Advise changing keywords searches to a more relevant page
Reducing clicks

16. Website

17. Summary
Intuitive and accessible
Strategically organized
User-friendly
Top tab is static, ideal for scrolling
Shopping, Product Testing, Reviews, Customer Service Chats, and FAQ
Proper Care and Troubleshooting
Returns
Giving back to the community

18. Current Functionality
Features reviews on top tab
Most reliable
Clear call to action
Click to call
“See the product” as a blue button, against gray background throughout each page
Attentive staff
Chat window

19. Current Functionality
Site features videos
Watch how mattress, sheets and pillows are made
Test the mattress in select locations
Features carousel with pictures of the apartment in each locations
Picture sets the scene for both day and night
FAQ page sorted by product and functionality
Drop down menu for maintenance, problems use, cleaning, shipping and accommodations
Quality Promise
Try out the product for 100 days

20. Third Party Extensions
17 extensions
Heap analytics
Cloud sponge
Sift science
Pingdom
Cloudfare
Cloudfront: is another delivery network
Google commerce
MediaMath
Olark
doubleclick
keywee
Optimizely
Imgix
Extole
Converto
Google tag manager
Segment

21. Recommendations
Additions to Navigation Bar
Include social icons
Customer reviews
Product Return site
Currently has very clear instructions
“Try the Product” tab
“Make an Appointment” via drop down menu
Reviews Tab

22. Social Media

23. Social Media Basics
85.5% of millennials (ages 18-49) use social media regularly
Houzz
Twitter→ 40.1K followers
Facebook→ 215.1K likes
Pinterest→ 2.6K followers
Instagram→ 25.9K followers
LinkedIn→ almost 2K followers

24. “Unboxing”
“YouTube mega-trend in which consumers film themselves opening everything”
Featured on Instagram accounts of celebrities like Kylie Jenner, Kat Graham, Emmy
Rossum, and Ashley Greene
Shows prospective customers a
lot about Casper

25. Various Campaigns
“The Nap Tour” (4 months, 7 cities)
Valentine’s Day (Twitter)
Labor Day (Uber)
‘Casper in the Wild’

26. What They’re Doing Right
They answer you!
Main goal is to form relationship with existing/prospective
customers, not make an immediate sale
Search retargeting
Paid social media

27. Recommendations
Increase brand engagement
Facebook Augmentation/more paid social media
Create more questions on social media sites for followers to answer
and/or comment on
Create more shareable videos and “listicles”
Make better efforts to create relationships without marketing to
people

28. Email

29. What they’re doing right
Casper sends out regular emails
Spaced out every 2 - 4 days
Variety of content
“Snoozeletter”
Access via the website

30. Sign-up Recommendations
● More clear location to sign-up for more
information
● This is a way to sign-up for their emails

31. More Recommendations
Timeline of “Snoozeletter”
Blog content via email
Message disconnect

32. Budget & Our Request
Relies on WOM
Spends little on advertising
Making about $75 million 2015
Taking 10% of revenue = $7.5 million for advertising