The encyclopedia · Marketing & Brand · Strategic decision · 2014–2022
Casper spent $423M on marketing to sell a product people buy twice a lifetime
Four years of advertising made it the best-known mattress brand online. Only 16% of direct customers ever bought again, and the IPO priced below its own range.
Casper Sleep · 2020-02
What happened
Casper launched in 2014 selling mattresses direct, with an unusually generous returns policy and advertising in every podcast and YouTube slot its audience touched. It worked as a brand exercise: within four years it was the name people thought of first for a mattress bought online.
The company's own S-1, filed in January 2020, showed what that had cost. Marketing spend from 2016 through 2019 came to $423 million. Losses were $73.4 million in 2017 and $92.4 million in 2018, and the accumulated deficit passed $232 million by the end of 2019.
The same filing carried the number that explains the rest: of everyone who had bought direct since the company began, 16% ever came back for anything else. A mattress is replaced about once a decade, and the acquisition cost was being paid against a purchase that would not repeat inside any investor's horizon.
The IPO priced at $12 rather than the $17 to $19 the company had floated, and Casper was taken private in 2022 for $286 million — less than it had raised and spent.
Why it happened
- Acquisition cost was set by an auction against every other advertiser; the repeat rate was set by how often a person needs a mattress — one of those was controllable and the other was not
- The 100-night return policy that made the brand made each sale cheaper to reverse than to keep, and a returned mattress cannot be resold as new
- Going direct removed the retailer's margin and replaced it with a marketing budget that had to be spent again for every single sale
- The model was copyable in months. The moat was an advertising budget, and an advertising budget is not a moat.
The lesson
Buying a customer only pays if the customer comes back. For a product replaced once a decade, the acquisition cost has to be earned back on the first sale — or there is no business, only a brand.
Aftermath
Casper moved into physical retail and wholesale, the opposite of the model it was founded to prove, and was taken private by Durational Capital in 2022. The DTC playbook it popularised has since been abandoned by most of the brands that followed it.
Sources
- SEC EDGAR — Casper Sleep Inc. filings, including the 2020 S-1
- CFO Dive — Casper files for IPO despite reporting consistent losses
- Modern Retail — Casper's IPO filing, annotated
- Wikipedia — Casper Sleep
- SEC EDGAR — Casper Sleep Inc. 10-K filings
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