Can you please read though my homework assignment about Casper and make sure it makes sense. Please tell me if anything should be added or taken out.

Introduction: Casper Sleep, Inc began in 2013 to a great deal of success in the direct to consumer mattress market. Aiming to be "A Warby Parker of mattresses" shipping quality mattresses through the UPS rolled up and easily set up. Casper makes up only 0.7% of the total market share but the rate that they have grown is what makes them impressive. With the strategic use of their highly targeted advertising campaigns By investing and developing their marketing plan Casper is on track to gain more market share.

Background: Allowing the product to speak for itself rather than throwing boasting, self serving phrases on their advertisements turned out to be a rewarding tactic. Winning media outlets over with the product allowed for honest, and luckily, positive articles and headlines. Campaign tactics included paid advertisements, social media campaigns, insightful spots on podcasts and radio shows. Their advertisements showed customers receiving their new mattress rolled up in a small box and then expanding into a full size mattress. The fulfilling part of this viral campaign is the fact that the consumer was receiving a quality product and the company is receiving a massive influx of sales and free publicity from user generated content. These moves by Caspers marketing team and their AOR Red Antler generated $100 million in sales in one year.

Casper was able to differentiate itself from the pack of "direct-to-consumer" mattress firms through the addition of more convenience services. Targeting and becoming aware of where their potential customers will see and hear the ads helps them to succeed past their competitors. What truly matters is creating brand awareness, personality and a story behind the brand. This initiates long term connections to consumers.

Alternative Courses of Action: The Casper communications mission is one that is very different from a lot of the other companies that operate within the mattress market. Casper aims to take the hassle out of buying a mattress. Casper wanted to get away from this standard practice of television in favor of more radio and podcast adverts. They also embarked upon a campaign that saw them putting up subway, taxi top, and billboard ads featuring animated characters all over New York City.

All of these unusual advertising strategies were done with the purpose of being different from the rest of the mattress industry, and establishing what Chief Creative Office Luke Sherman dubbed as "brand love". Casper wants to be a company that people could enjoy buying a mattress from, and remain loyal to for future business. This is going back to the root of Casper's identity as a company that wants to be different from the dreaded experience that most people encounter when purchasing a mattress. Through this, Casper correctly assumed that they would earn the added communication of positive word of mouth due to the exceptional experience that most Casper customers were.

Recommendation: Of the three, we recommend the third option. It entails doing TV the "Casper Way", and staying true to their authentic image. This along with continuing their prior efforts in regards to radio and podcasts would in my opinion, be the best way for them to evolve their message and media mix moving forward.

Basis for Recommendation: Casper aims to be the "Nike of Sleep", meaning that they were going to go from being the small upstart to being the most recognizable brand name in their particular industry, means that there has to be some changes to the communication mission. This is where television marketing would likely have to come in. Casper originally wanted to avoid television marketing as they wanted to differentiate themselves from the other mattress producers and retailers that rely heavily on this form of marketing. In order to become the "Nike of Sleep" however, it simply couldn't be avoided. Casper television ads should stay true to the company, and offer the lighthearted, and authentic feeling that helped establish themselves in the first place.

Television marketing is one of the best options for reaching a wider base of potential customers that are needed to expand the company.

Assumptions and Uncertainties: One of the big assumptions for this case is whether or not Casper can maintain their maverick image. This is a huge question as the more laid-back image is what they built their brand off of. It is uncertain how this next step will affect that image in the eyes of the consumers. It may seem to some that beginning a television campaign is a sign of Casper conforming to "Big Mattress", and losing one of the biggest factors that made them different in the first place.

Another uncertainty that is worth noting is what audience will be reached by transitioning to television. A lot of the customers that were reached through the radio and podcast campaign were early adopters who are more open to change. It is the other vast majority of the market that will need a little more convincing if they are going to make a change and buy a Casper mattress. An adequate strategy must be formulated in order to make sure that the television advertisements will resonate with this specific segment of the market.