🟨 Casper: How To Get Paid To Sleep
Finally, a job you can actually do with your eyes closed...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
In 2022, Casper felt people were burned out and tired of hustle culture. Instead, they wanted to slow down, reclaim their time, and make sleep a priority. This was no doubt, a unique opportunity for Casper, a mattress brand that believes sleep is important.
They wondered, "What if someone slept in a Casper store during the day?". So, they created a TikTok post about it. The post went viral and racked up millions of views, with hundreds of people asking if sleeping in a bed could actually be a real job.
Within a week, Casper made it happen. They launched "Casper Sleepers," a job where people could literally get paid to sleep. According to Casper’s job posting, the ideal candidate should have an “exceptional sleeping ability,” and a “desire to sleep as much as possible.” Applicants must be 18 years or older, and an NYC area residence is preferred but not required.
In addition to being paid to sleep, successful candidates can wear pyjamas to work, enjoy some free Casper products, and have the flexibility of a part-time schedule.
Over 3,000 people applied for just three spots. The experience was shared on social media platforms and fans followed the sleepers as they dozed off in Casper stores across NYC.
The highlight of the campaign was an outdoor stunt where the sleepers napped in the middle of Midtown Manhattan surrounded by busy commuters and the chaos of the city.
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Casper Sleepers is an example of an Experiential Marketing Campaign.
Caspers generated over 3.4 billion impressions on social media and a 100% increase in website traffic. The campaign also secured earned media coverage from major outlets.
🍉 Action Points
Tap into cultural sentiment - Casper recognized a cultural shift. People were tired of the “work hard, play hard” mentality. Instead of just selling mattresses, they keyed into the desire for rest and reclaiming time, something that resonated with people. Pay attention to the conversations happening around you. Find where your product or service naturally intersects with these trends.
Turn a viral moment into action - Casper didn't just let the viral post be a momentary success. They turned it into a real-life job, people getting paid to sleep. This step took the idea from a fun internet post to an interactive experience that captivated even more attention. When you have a moment of viral success, think about how you can capitalize on it.
Create shareable experiences - The campaign didn’t just stop at offering a unique job. Casper took it to the streets literally. They staged an outdoor stunt, creating a striking contrast between the city’s chaos and the peacefulness of sleep. Experiential marketing is a great way to make your campaign stand out, especially when it’s shareable. Visual stunts or events are often more memorable than just digital content.
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