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THE PROBLEM

Amidst a rising competitive in mattress-in-a-box industry, Casper came to us with two requests: 'How can Casper entices Pillow buyers to buy Mattresses?' and 'How can Casper encourage existing and new buyers to go for its most premium product - the Wave Mattress?'

OBJECTIVE

Working with my team of concept artists, designers, and developers, we want to play with the brand warmth and capture the audience at the start of their journeys. The communications must stem from understanding of the customers and the solution measurable.

TEAM

Adam Abrahami (Data Lead), Marcus Liwag (Creative Lead), Davi Cury (Account Lead), Ashley Raymond (Production Lead), Nicole Monzon (Design Lead), Thu Do (Strategy Lead.)

MY ROLE

Lead strategy for Pillow-2-Mattress and Wave Launch CRM campaigns.

Work include campaign positioning, persona development, consumer journey mapping, and communication strategy.

Campaign in progress


The Concept

"Welcome to the Casper Family" 

Plays on the warmth and playfulness. The product content, social ties, and promotional offers all sit comfortably under a helpful-first customer service journey which is also measurable.

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7 Communications

2 Journeys


Consumer journey

Single-mindedness at every touch point

Clear consumer mindset, brand objective, and call-to-action at every step of the journey.
 

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Messaging hierarchy

PRIORITIZE KEY CALL-TO-ACTION

It is important to be focused on the key action we want our guests to take on every email.

 

Pillow to Mattress journey

 

Wave Journey

 

Conclusion

Good email marketing is the right balance between engagement content and promotional offers with a clear call-to-action.