Casper Sleep
Channel
SOCIAL, IGTV, SPOTIFY, FACEBOOK
We’re not Americas No1 mattress Company. We’re Americas No 1 sleep company. Welcome to the sleep revolution.
Casper innovated the mattress-in-a-box business. But it wasn't long before the market was suddenly flush with competitors. Their Business model, their visual aesthetic, and unique tone of voice were being imitated. To fend off competitors, we had to reposition their business by thinking holistically about what is they sell - it’s not mattresses, the sell the well-being of great nights sleep. A recent study estimated poor health caused by bad sleep costs the American economy $40billion. This growing epidemic is symptomatic of a generation addicted to digital devices and social media. And as America’s No1 Sleep company, Casper had a duty to do something about it.
Meet june
It’s time to put down your phones, switch off and get snuggly.
June the moon comes on the airwaves around the same time every night to host a multi-platform experience called ‘Casper Sleep Channel’. Fifteen episodes of bespoke sleep content hosted by a beautifully animated moon, named June, designed to ease each listener into a good night’s sleep.
We created over 225 minutes of sleepy audio for this campaign, with the sole purpose of putting listeners in the right frame of mind to catch some zzz’s. It’s a campaign that never mentions the product, and only exists to solve a problem we all can relate to: finding it hard to get a good night’s sleep.
The episodes are categorized into three distinctly snoozy buckets: Meditations, Readings and Sounds. We wanted our campaign content to tread that fine line between shareable and engaging, while also being scientifically useful. So, we enlisted sleep experts to ensure that as much as our content was enjoyable, it was also effective at putting people to sleep.
In addition to launching the Sleep Channel on IGTV, we added full episodes to the Casper YouTube channel and introduced audio-only versions as a podcast on Spotify.
We even consulted with Harvard University’s sleep devision on the contents effectiveness. In total we created 12 episodes of the most slumber inducing soundscapes and meditations each lasting around 60 mins. have a listen…
