Casper Mattress YouTube Campaign
Influencer MarketingNeoReach paired Casper with seven YouTube creators in 2017 to convert younger shoppers on online mattress buying, reporting 10M+ views and a 2:1 ROI.
About the campaign
By 2017 Casper's early burst of celebrity publicity had faded among younger millennials and older Gen-Z shoppers, copycat DTC competitors were eroding its position as the default online mattress brand, and most consumers still preferred to lie on a mattress in a showroom before buying. NeoReach's strategy rested on two observations: a mattress is a high-involvement purchase where objection-handling matters more than raw reach, and no mattress brand had yet invested meaningfully in YouTube influencer marketing, leaving an open channel with minimal category noise.
The agency recruited seven YouTube creators, four at the mega tier, to produce long-form mattress experience and review videos in their own voice, with each video anchored on Casper's 100-day free trial and free return pick-up policy, the risk-reversal offer that reframed buying a mattress online as a low-stakes decision. The campaign ran exclusively on YouTube with no paid social or offline component, and every video directed viewers to Casper.com as the sole conversion destination.
NeoReach reports more than 10 million total views, with three individual videos each clearing 1 million, 22K-plus audience comments, 100K targeted website visits, over 2,500 new customers and a 2:1 return on investment; the figures are the agency's own and have not been independently verified.
Case in 60 seconds
By 2017, Casper's brand awareness among younger millennials and older Gen-Z shoppers had faded since its early burst of celebrity publicity, while new DTC competitors were eroding its position as the default online mattress brand and most consumers still preferred buying mattresses in physical stores.
No mattress brand had invested meaningfully in YouTube influencer marketing at the time, creating an open channel where Casper could reach younger audiences without competing for attention against established category spend.
Use YouTube's longer video format — better suited to addressing high-involvement purchase objections than short-form social posts — to give creators space to explain why buying a mattress online was low-risk, anchoring each video around Casper's 100-day free trial and free return pick-up policy.
NeoReach recruited seven YouTube creators, four at the mega tier, to produce mattress experience and review videos directing viewers to Casper.com. The campaign ran exclusively on YouTube with no paid social or offline component.
According to NeoReach's own case study, the campaign delivered 10M+ total views, 22K+ audience comments, 100K targeted website visits, 2,500+ new customers, and a 2:1 return on investment. These figures are self-reported and have not been independently verified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Long-form YouTube review videos (seven creators)
- Creator-produced mattress experience content
- Casper.com as the sole conversion destination
Partners
- NeoReach (influencer campaign management and talent sourcing)
Participation mechanic
- Viewers directed to Casper.com via creator video call-to-action
- 100-day free trial offer used as conversion incentive
- Free return pick-up highlighted as risk-reversal mechanism
Creator role
- Four mega-tier YouTube creators providing reach at scale
- Three additional YouTube creators providing supplementary reach
- All creators produced independent long-form review or experience content in their own voice
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Total YouTube views | 10M+ | Reach | Agency reported |
| Campaign reach | 17.2M | Reach | Agency reported |
| Individual videos exceeding 1M views | 3 | Reach | Agency reported |
| Audience comments | 22K+ | Engagement | Agency reported |
| Targeted website visits | 100K | Traffic | Agency reported |
| New customers acquired | 2,500+ | Conversion | Agency reported |
| Return on investment | 2:1 | Revenue / ROI | Agency reported |
Why NeoReach's strategy worked
- 1
Category whitespace amplifies efficiency. No other mattress brand had committed to YouTube influencer marketing in 2017, so Casper's content competed for audience attention against general lifestyle content rather than rival mattress advertising. Early channel adoption can produce outsized reach relative to spend before competitors arrive.
- 2
Long-form format suits high-involvement purchases. A mattress purchase requires objection-handling that a short-form ad cannot carry. YouTube's extended video format gave creators the time to address the core barrier — buying without lying on the product — in a credible, personalised way.
- 3
A concrete risk-reversal mechanism gives creators a specific talking point. Casper's 100-day free trial and free return pick-up converted an abstract brand promise into a concrete, low-risk offer that creators could anchor their recommendation around, directly addressing the showroom-preference barrier.
- 4
Tiered creator selection balances reach and credibility. Using four mega-tier creators alongside three additional creators provided scale while distributing the campaign across multiple voices, reducing dependence on any single creator's performance and extending the campaign's aggregate reach.
- 5
Directing all traffic to a single destination simplifies attribution. Routing all creator calls-to-action to Casper.com with a consistent trial offer made it possible to connect creator-driven traffic to conversion outcomes, however methodology details remain undisclosed.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers