Strategy + Design
Helping the disruptors of mattress buying stand for more.
4 judges (2 Casper reps, 2 industry vets).
10 minutes to pitch.
Casper came to the Brandcenter wanting to experiment with a sprint model of problem solving to tackle the brand's next hurdle.
Note: This work was chosen as the winner of that sprint competition.
Since its founding almost five years ago, Casper has quickly disrupted the mattress industry and changed the way thousands of people buy their beds. But with a slew of look alike brands emerging seemingly every day, Casper knew they had to become more than just another mattress-in-a-box company, even if they were the leader in the space.
How might Casper become a sleep company, not just a mattress company? What product, service, experience, or platform could differentiate Casper as the world’s most beloved sleep company?
With only four days to work, we knew that establishing our strategic direction early on was crucial.
After probing concepts like sleep + travel, data-driven sleep, and cumulative sleep (i.e. the role of naps), we decided to narrow our focus to a new audience for Casper: New Parents.
To find out as much as we could in a short amount of time, we hustled to conduct:
New Parent Interviews
Childhood Sleep Consultant Interview
Analysis of the Baby Mattress Market
1. New Parents are the ideal audience for Casper to connect with next.
Sleep is never more of a priority than in the homes of new parents with their newborn baby. They are seeking more sleep-related information and are more receptive to good advice from sources they trust than ever before.
What’s more, the sleep cycles of both newborns and their parents are in a state of flux - a perfect opportunity for the whole family to start developing good sleep habits and for Casper, a brand that many parents already trust for themselves, to help them do it.
2. The baby mattress market, much like the full-size mattress market before it, is ripe for disruption.
At the moment, there is no clear market leader within the baby mattress space (RIP Babies R Us). In fact, the top five rated baby mattresses on Amazon are all made by different brands.
Also, “Big Mattress,” (think Sealy, Serta, Sleepnumber, etc. - familiar brands that are known for their expertise in comfort and technology with adult-size mattresses) has virtually no presence in the baby mattress space.
Lastly, our interviews revealed that the majority of baby mattress research and purchasing is done online, which aligns well with Casper’s current D2C business model.
What is zzZebra?
A new line of Casper products for the next generation of great sleepers.
We believe the key to developing great sleep habits is to start before bad ones have the chance to creep in. And we know that if we can help the next generation become great sleepers, parents sleep better too.
Just like zebras, families sleep best in a herd.