If you were channeling your inner mattress, what would you say? We assume you wouldn't want to talk about flash sales and counting sheep — so why would we tweet about it?
Our goal was to keep it real. We wanted to be a self-aware mattress that acknowledges both the longing to be in bed all day and absurdity in a bed wanting to go back to bed.
We didn't want to be a robotic, automated machine spewing irrelevant sleep tips and sale prices. (Spoiler alert, if you haven't seen a traditional mattress company's Twitter handle before.) A *real* mattress would talk about the struggle of parting ways with the covers in the morning and the joy in canceling plans to binge-watch in bed instead.
OUR STRATEGY:
We know how terrible mattress companies (tbh, most brands) are on social media. No one cares about foam cores, chamomile tea, or 15% off mattress sales.
Casper doesn't touch the prescriptive sleep advice that has been recycled, reworded, and even copy and pasted under the false pretense of getting you to fall asleep faster and stay asleep longer.
We want to make people laugh by celebrating the joy of bedtime and the struggle to get out of bed in the AM.
WE TWEET YOUR AM STRUGGLES AND PM WINS
Through relatable, clever Casper sayings and the transformation of Billboard 100 songs into sleep jams, we post your innermost Friday night tired thoughts, vocalize your yawns, know what it feels like to wake up in the middle of the night, and acknowledge the Monday morning struggle.
WE INSTAGRAM HOW YOU ACTUALLY SLEEP
Instead of focusing on traditional sleeping positions (doesn't everyone sleep on their side?), we focused on the humor behind the trials and tribulations of sharing the bed. Our #SynchronizedSleeping series, named and characterized each type of sleeping couple position. For example, there's "The Hide-and-Go-Sleep,"The Footrest," and "The Carefree Cuddlers"
WE SNAP WHAT YOU'RE REALLY THINKING IN BED
On Snapchat, we snap the unexpected late-night thoughts everyone experiences at 2am. You know, the random rumblings that pass through your brain and keep you awake? For example, what would happen to an Cameleon in a bowl of Skittles? And shouldn't the roof of your mouth be called a ceiling?
WE KNOW WHAT YOU'RE CRUSHING ON
We follow along with social trends and love #WCW as much as the next Instagrammer. But even more important than the women in our lives are the waffles.
So every Wednesday, we celebrate the only reason we get out of bed: breakfast. Each waffle receives Casper's unofficial waffle rating and at the end of our journey, will get stacked up against each other on a our Waffle Map so you know where to plan your next Saturday brunch.
WE GIFT THE ONE THING YOU TRULY NEED OVER THE HOLIDAYS
During December's flurry of giving gifts, hanging decorations, and making gingerbread cookies, 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 cure.
We believe there is no greater injustice than having to show up at work on time the morning after your company holiday party.
Since working from bed isn't an option, Casper delivered the ultimate hangover cure and a Casper bed to offices in NYC where we discovered there were hungover employees through social listening and Twitter requests.
Our dedication to maintaining a humorous approach to all things sleep is praised daily by press, customers, potential buyers, and even random social users.
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.
Over the course of the year, we have grown our social following by 1,311%.
We've gone from 5,000 to 50,000 Twitter followers.
From 13,000 to 250,000 Facebook fans.
And from 2,000 to 32,000 Instagram followers.
Our Facebook posts of our infamous sleep sayings average an 8% engagement rate and the Instagram posts of our #SynchronizedSleeping positions have hundreds of users tagging their friends and significant other.
