Engaging Influencers to Grow Your Brand

Image: Casper Mattress in a Box

Corporate Challenge: How to go viral using value creation theory.

Ironbound Strategy: Influencers can be employees, customers, or fans out in society.  Constantly creating value for those key stakeholders will increase the number of influencers who share your brand.

Ironbound Action: California based Casper invested in various marketing strategies to increase their revenues.  The campaign that provided the highest number of sales was by giving referral bonuses of $75 per sale.  Influencers on YouTube quickly adopted the campaign, making viral videos promoting Casper mattresses in order to influence their viewers to make purchases.  By creating value for Influencers, Casper was able to increase revenue from $100M in 2015 to $600M in 2018.  Influencers can help brands with creating more value for their key stakeholders, and empower the brand to do more good in the world.

​* The sleep products industry has grown consistently at 4% every year for the last 20 years.  In FY 2018, the sleep products industry in the US had approximately $9B in sales.