Making a dying brand relevant.
Casper
Casper invented the DTC mattress category. Then competitors copied everything: the product, the packaging, the playbook. The advantage that made the brand interesting had become table stakes. What they needed wasn't a new campaign. It was a new way of staying relevant.
The approach was to stop thinking in campaigns and start thinking in systems. Rather than develop a big idea and hope it landed, we used organic social as a testing ground to put ideas into culture early, watched what people grabbed onto and built from there. Only what earned a response got scaled.
The post that started it. Organic, no media spend behind it.A Social Post To A Job
A single TikTok of a man sleeping inside a Casper store, posted organically. No media behind it, just the team's own production, put into the world to see what would happen. The response told us we had something worth acting on, so within 7 days, we made it a real job called Casper Sleeper. Then swarmed in the earned media. Casper was across national headlines and it also landed the brand on Colbert without buying a single placement to get there.
The Fashion Week Stunt
Six months later, we ran the same play, interrupting New York Fashion Week with a model wearing nothing but Casper sheets and pillowcases. We put it out on organic first and again we had a great reaction from our audience. We scaled this proven creative quickly and put it on a bigger runway, the red carpet. Our team quickly did a photoshoot and cut a :30 to run during a last minute media buy during the Oscars Red Carpet PreShow.
Every cultural moment earned its way up from a social post before it touched a media budget.
That's not just a creative decision, it's a risk-management one.
Our creator walking down a runway at NYFW.
End frame of the ad that ran during the Oscars.For the Love of Sleep
What came out the other end wasn't just two successful stunts, it was a repeatable framework, and eventually a new brand platform. Built on proof, not assumption.