• by Larissa Faw , July 1, 2015

Two upstart brands -- Casper and Safavieh -- are introducing new campaigns in an effort to capture a greater share of the estimated $14 billion mattress market. 

Although each brand is utilizing different approaches, both companies aim to disrupt the industry by selling mattresses-in-a-box that can be delivered right to the doorstep for less than $1,000.  

Home-furnishing company Safavieh is targeting millennial women with a campaign developed in-house. The brand’s strategy is intended to position it as authentic and real. 

This summer, Safavieh is running an ad campaign to support its new Safavieh Dream with upscale decor publications Lonny, Luxe, Traditional Home and Domino. In addition, Safavieh recently launched the #SafaviehDream social media campaign that invites millennials to submit their dreams for a chance at winning a free mattress. 

The brand is then monitoring where these Safavieh boxes land on a daily basis on Safavieh's Instagram page. 

At the same time, Safavieh is teaming with several YouTube influencers as well as a handful of "regular" users to create videos that discuss their love for their mattresses. These videos are designed to spark viral buzz and spread online.  

The brand is also spending some $100,000 a month on advertising on sites including Target.com, Wayfair.com, and Zulily.com. 

Meanwhile, Casper is working with Red Antler to develop its quirky brand image. The Brooklyn-based agency first teamed with Casper before the brand officially launched in October 2013 to develop a new identity, including branding, an e-commerce site, and packaging. Its strategy is to think about traditional mattress advertising and do the exact opposite, says Red Antler's Emily Heyward.

This strategy has resulted in packaging that includes a hand-written thank you note, creative that features a real-life couple, and Van Winkle, a stand-alone web publication that Casper recently launched that features articles such as a look at the best and worst foods to eat in bed. "It's more about sleep and how to be better in life than specifically about Casper," says Red Antler's Heyward. 

Casper is also finding its appeal is larger than millennials. "When we first developed our strategy, we were targeting those in their late 20s," says Heyward. "But we found our target is older than we anticipated. I guess everyone just wants a really awesome bed."  

Most recently, Casper has introduced "The Perfect Mattress" campaign on New York City subways, which will expand to other cities later this year. "That has been a huge success. We want to keep it fresh and get people talking," says Heyward.  

One notable absence with both companies is the lack of advertising that promotes the specifications of the products. The Safavieh Dream mattress collection is a patent-pending spring-coiled and pillow-topped mattress, whereas Casper is foam-rolled. Instead, both are focused more on brand building and convenience than actual design.  

Last year, Casper reported more than $20 million in sales and sells about 20,000 pieces of products in the U.S. each day. Safavieh generates more than $300 million in revenue from sales of its furniture and accessories, particularly its rugs and headboards.