04 — the comms plan

PROBLEM

Casper’s position as the sleep authority is being threatened by look-alike competitors.

STRATEGY

Casper makes good sleep happen — anytime, anywhere.

CREATIVE PLATFORM

Good sleep — anytime, anywhere.

Barrier #1

People don’t understand what the idea of “good sleep — anytime, anywhere” means.

Comms Task

Establish the meaning around “good sleep — anytime, anywhere.”

Tactic(s)

Brand Campaign (TV, Social, OOH) 

Barrier #2

People don’t understand the link between Casper and “good sleep — anytime, anywhere.”

Comms Task

Show how Casper adds value to those who need good sleep — anytime, anywhere.

Tactic(s)

Product Innovation + Experiential

Barrier #3

How do we make sure that “good sleep — anytime, anywhere” is a legitimate thing?

Comms Task

Invite consumers to get good sleep — anytime, anywhere.

Tactic(s)

Casper Certification + Casper App