Inside Casper's DTC Playbook: Going from Zero to a Billion

What up everyone! 👋

I’ve been putting together some epic content for everyone, excited to share all of the good stuff in the coming weeks! But today, I’m going to break down a billion-dollar mattress brand that found success by going directly to consumers - Casper.

FEATURE CASE STUDY
What Makes Casper’s DTC Strategy So Good?

For those who aren't in the know, here's a quick snapshot: Casper shook up the mattress scene by embracing direct-to-consumer channels, rolling out a game-changing 100-night trial period, and unveiling the revolutionary mattress-in-a-box delivery model. They were pioneers in figuring out how to neatly package a foam mattress for hassle-free mail delivery.

Building Credibility Through Content

Casper's journey from $0 to $1 billion success can be attributed to a strategic content marketing approach. They secured a strong presence in search engine results, demonstrated expertise with top-of-funnel content, crafted customer-focused material for every buyer's journey stage, and positioned themselves as thought leaders in the sleep and mattress industry.

Content Archetypes

They go all in on their three main content archetypes to nudge prospects through the purchase funnel.

1. Answer Customer Queries (Top of Funnel): Casper's blog, Pillow Talk, appears on the first page for common search terms like "can’t sleep" and "sleeping positions." This content answers the customer's main questions, boosting Casper’s online presence and providing a specific focus.

2. Provide a Comparison Guide (Middle of Funnel): Casper's strategy includes creating a comparison guide for customers considering different options. This helps them compare Casper's products with others, positioning the brand as a trusted expert.

3. Display All Reviews Together (Bottom of Funnel): Casper shows all reviews in one place for customers ready to make a decision. This gives a complete overview of the reviews and feedback about Casper's products, helping remove doubts.

Enticing Referral Program

Casper's referral game is like hitting the jackpot – they've got an irresistible scheme that turns customers into storytellers. Picture this: sharing with friends and family not only scores you a cool $75 Amazon gift but also slashes 25% off your first purchase. It's the kind of win-win that makes you the hero of your own bedtime saga.

Dominating Paid Search for Acquisition

Casper knew early you can't run multiple ads for the same site at once, but that didn't stop them. They still dominate the top three spots in the search engine for their most important keywords. For example, if someone searches for "casper mattress reviews," this is what they find:

Instead, they dominate with three out of four ads, directing users to Amazon, Google reviews, and their official site – all online stores offering their products. Plus, a Google Shopping ad on the right ensures they're impossible to overlook.

Amplifying Social Proof

Casper nails it with social proof in paid ads—think rave reviews and testimonials. User-friendly reviews let customers filter through 5-star gems, big on transparency. Smart move: Casper promotes customer love via ads, crucial for high-ticket mattress buys. Plus, each product page packs a guaranteed punch, sealing the deal on shopper confidence.

User-generated Content and Community

Dive into the world of unboxing videos on YouTube, a big trend with millions of views. These videos not only show off the company's products but also give it lots of free publicity. They make customers feel special and excited.

Casper goes a step further with its online magazine called Woolly. It's a digital space full of fun and helpful content about sleep, mattresses, and home decor. Casper's team and outside contributors work together to bring a variety of perspectives and experiences.

And there's more – Casper actively encourages customers to share their pictures and videos of the company's products in their real lives. This personal touch helps build a real connection between the brand and its users.

ACTIONABLE INSIGHTS
Before We Wrap This Up, Here’s How You Can Implement:

• Creating Great Content - Start by planning what kind of content you want to make and where it fits in your marketing plan. For instance, Casper's Blog answers important questions for their audience, fitting well at the start of their marketing plan.

• Finding the Right Keywords - Take another look at how you use words in your online searches. Use tools like search consoles to see what people are looking for. This info helps you make content that your ideal customers will like.

• Sharing What Customers Make - Look at all the content your customers share with you. Share the ones that show how your ideal customers live.

• Working with People Who Like Your Brand - Get good content from influencers who love your brand. Start by reaching out to creators who are already your customers. Work with those who are interested in working with you.

• Talking to Unboxing Experts on YouTube - Connect with creators on YouTube who are good at 'unboxing' products. Make a deal with them for a few videos and continue if they do well. Make sure your deal is based on views, not just on getting a share of sales.

• Giving Guidelines with Some Freedom - Tell creators what you want in the content, but also let them be creative. They know their audience best.

• Using Paid Ads Smartly - If you sell on Amazon or other online shops, think about sending people from paid search ads to those shops.

• Showing Ads Again to People Interested - Show your ads again to people who were interested but didn't buy. Do this on social media and other websites. This helps more people see your brand online.

E-COMMERCE NEWS

• An e-com power move by Shopify as they unleash Ship from Store: This feature is aimed at simplifying in-store inventory management and order fulfilment. Another step towards bridging the gap between online and physical retail.

• X is enthusiastically welcoming all advertisers with its vertical video feed ads. It's an exciting platform for marketers to showcase their talents, offering a full-screen, immersive experience. With promises of increased engagement and cost-effectiveness, it's an irresistible opportunity for advertisers looking to make a big impact.

• Shopify’s new AI image editor Magic makes your product shots sleek as it helps to remove unwanted backgrounds. Plus, it also has helpful recommendations to match backgrounds and creative styles.

• US toy sales overall were up 26% in 2023 compared to 2019, despite the fact that many consumers pulled back on discretionary spending categories, including toys and games.

And that’s a wrap for today!

Can’t wait for you to see what else I’ve been working on. Until then, thanks for taking the time to read and hopefully you found it useful.

Thanks!
Dev

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