joel republic.

Casper originated the mattress-in-a-box business that changed how many consumers think about sleep. But it wasn't long after that before the market was suddenly flush with competitors all clamoring over each other to build share. Adding to the noise was the fact that the mattress market was beseiged with fake reviews, affiliate marketing schemes, and opinion pieces of dubious origin. For our first campaign engagement, Casper asked us to concept a social media campaign that elevated the reviews and recommendations conversation to a different place. Our task with that assignment was to find a source of information that was not only reliable and trustworthy, but entertaining and attention-grabbing. You know who won’t ever lie to you? Baby animals.