“Bed-in-a-Box”: How Mattress Brands Differentiate Themselves in the Canadian Market
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· The “Bed-in-a-Box” category has exploded in Canada with Endy and Casper leading the way in promotions and sales.
· Casper is a more mature global brand breaking into the Canadian market through a Tier-1 sport sponsorship with the Toronto Maple Leafs and other tactics such as developing activations at large Canadian festivals such as Hot Docs and TIFF.
· Endy is a newer brand within the direct-to-consumer mattress category that emphasizes their Canadian roots with influencers relevant to Canadians.
The mattress retail category is quickly shifting from a brick and mortar shopping experience into a direct-to-consumer market. “Bed-in-a-box” brands operate mainly online and work to package quality mattresses in a compact box that get delivered to the doorstep of consumers. There has been an influx of brands within this category, but two of the most popular and highest selling names in Canada have been U.S-based Casper and Canadian-based Endy. Both Endy and Casper share similar attributes: a 100-night trial with full refund, fast and free shipping and market an enhanced sleeping experience – so how are these two brands differentiating themselves? MKTG explores how both brands are using sponsorship techniques to build their unique persona in today’s market.
Casper is a more mature global brand breaking into the Canadian market strategy with a multi-property portfolio.
Casper is one of the global leaders in direct-to-consumer mattress sales and have made their point of entry into the Canadian market with a Tier-1 sport sponsorship deal. Casper announced one of their largest Canadian sponsorships in late 2017 that they are the Official Sleep Partner of the Toronto Maple Leaf’s 2017-2018 NHL season. This allows Casper in-arena presence at the Air Canada Centre along with executing in-game engagement and product giveaways for fans. This strategy allows Casper’s brand to be showcased as one of high quality. Through this partnership, Casper highlights the importance of sleep an athlete’s athletic and daily performance. The relation of a mattress fit for one of Canada’s leading hockey teams provides a stamp of approval for consumers and allows Casper’s product benefit and quality to be highlighted through their Maple Leaf sponsorship.
Casper has a built multi property portfolio within Canada over the years through past partnerships with TIFF (Casper created a mobile nap station activation where guests can relax between festival activities), product giveaways during the Juno Awards and sponsoring the Hot Docs Podcast festival.
Endy is a newer brand within the direct-to-consumer mattress category with an emphasis on solidifying their Canadian roots though influencers.
Endy sponsors a variety of Canadian influencers from everyday fitness and beauty guru’s to local television personalities. Endy uses an influencer strategy (which are highlighted throughout their Instagram feed) to showcase a more relatable product for consumers to purchase. By using large amount Canadian micro-influencers, Endy can tap into each influencer’s unique following in a variety of cities across the country. Micro-influencers are make effective brand ambassadors because they have high engagement rates with their followers and the use of sponsored products tend to be showcased in more organic situations across each social media platform. Endy uses local Canadian TV personality Tanya Kim as one of the latest influencers in the “Unboxing” campaign.
Endy has also has started to explore larger deals that further develop the brand as an authentic Canadian product. Endy partnered with Toronto Raptor Serge Ibaka, which may be one of the most prominent faces used in the campaign so far.
The use of Canadian athletes and influencers promotes the brand’s Canadian roots and identity.
The “Bed-in-a-Box” category is a growing market in Canada with Endy and Casper leading the pack with both brands offering similar benefits. The use of sponsorship, through sport and influencers, allows each brand to develop their brand identity and differentiate themselves to consumers.