ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 8th Annual Shorty Awards

Casper: The Tweeting Mattress

Winner in Twitter Presence

About this entry

A great Twitter presence gives constant entertainment, never settles for a mediocre 140 characters, and finds the humor in everything. The best tweeter responds unnaturally quickly and is able to carry a conversation more than 43 tweets long.

Our goal was to be always-on, 24/7. Knowing that sleep affects everyone all day — from the rough morning to the midday slump to the middle of the night — we knew it was important to have lightening fast responses, provide support, gift caffeine, and have an endless supply of entertainment at all hours.

Why does this entry deserve to win?

OUR STRATEGY:

Casper has created an always-on Twitter presence that is laugh out loud funny, services users' sleeping and waking needs no matter what time it is, sounds clever all day, and provides an endless supply of entertainment. @Casper transcends tacky brand hashtags, desperate sweepstakes, outdated live-tweeting, gimmick "Twitter parties," and other sleazy methods of getting a quick RT and follow.

WE KEEP YOU AWAKE AT WORK BY KEEPING YOU LAUGHING:

We tweet humorous sayings and transform Billboard 100 songs into sleep jams to make sure you're not falling asleep at your desk. We acknowledge the hardship of parting with your bed in the morning. We know the craving for 4 cups of coffee all too well. We take pride in the joy of canceling plans to stay in bed.

WE ENTERTAIN YOU IN THE MIDDLE OF THE NIGHT:

We entertain late-night insomniacs who can't put their phone down with linksomnia bedtime reading. Once you hit the end of your newsfeed at 2am, you can always turn to @casper for a stream of interesting articles night after night.

WE MAKE SURE YOU'RE ALWAYS SLEEPING SOUNDLY:

We use Twitter as our primary vehicle to deliver customer happiness. After a purchase, we make sure to follow up with each and every customer to ask how they're sleeping.

We use social listening tools to make sure our customers are sleeping soundly months after they make their purchase. When our customers tweet that they are wide awake at 1am because they had a stressful day at work, we tweet them custom lullabies and bedtime stories about their boss.

WE SEND YOUR HANDLE UNEXPECTED GIFTS:

During December's flurry of gift giving and ornament hanging, the holiday party hangover often gets ignored. While brands are finding ways to capitalize on gift purchases through sentimental warm and fuzzy posts, we gave a gift to our customers in the form of a hangover fix. We believe there is no greater injustice than having to show up at work on time the morning after your company holiday party. So, we delivered the ultimate cure of breakfast, caffeine, Gatorade, sunglasses, and a bed to offices where employees were tweeting about their sleepless nights.

The week before Valentine's Day, we gave gifts to everyone we sleep with. We helped make sure it was the day of their dreams by listening to their requests on Twitter. If they didn't want to resort to dinner in bed, we sent them a dinner reservation. If they wanted a beer as nightcap, we sent them a beer helmet.

Results

Casper tweets have been applauded by Buzzfeed multiple times in articles such as 32 Tweets About Sleep That Will Make You Laugh Out Loud and 28 Tweets About Dieting That Will Make You Laugh Out Loud,

Our humorous spin on Valentine's Day Twitter gifting was commended by the Wall Street Journal. "Casper has a fun, tailored social-media strategy that includes posts of sleep-related articles, responding directly to customers — even gifting bottles of Champagne and a beer helmet as a Valentine's Day promotion."

The New York Times has called our Twitter handle "sassy" — acknowledging our fresh take on a tired industry.

Each day, we see social media influencers, customers, reporters, and potential buyers compliment our fast and witty responses to their tweets and ability to channel their innermost thoughts in 140 characters.

Over the course of the year, we grew our Twitter following from 5,000 to 50,000. And even with the growth in followers from a small pack of our early adopters to sleepers far and wide, we have doubled our engagement rate on nearly every tweet.

Our customers send feedback to our support team claiming it was @casper's lightening fast response times and ability to make sleep on a Casper feel exciting that gave them the final push they needed to hit the order button.

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