--- title: Casper: a brand repositioning campaign, broken down and benchmarked | RGM® url: https://realgrowthmatters.com/learn/case-studies/casper-brand-repositioning-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/casper-brand-repositioning-campaign/ --- - **Story:** Using Casper as the example, this page unpacks how a brand repositioning campaign is built and measured. - **Why it matters:** The value of a brand repositioning campaign comes from rigour: clear targets, real benchmarks, built-in measurement. - **Takeaway:** For Casper, reach is an input; incremental lift against a baseline is the real measure. - **Takeaway:** Most brand repositioning-campaign failures are planning failures, not creative failures. - **Takeaway:** The mechanics of a brand repositioning campaign transfer to any brand in its category. ## How a brand repositioning campaign plays out for Casper S Situation Where it starts A brand repositioning campaign is a concentrated chance to move the Casper business in its category, with a short window and high stakes. T Task What had to happen Turn attention into measurable demand for Casper: plan the mechanics, set targets against category benchmarks, and build in the measurement. A Action The execution Insight before identity. Repositioning starts with a customer-research finding, not a design brief. Old Spice moved only after research showed most body-wash purchases were made by women. For Casper, this is the anchor of the plan. R Result The scoreboard On incremental lift against a baseline for Casper, not reach and not impressions. That is the honest scoreboard for a brand repositioning campaign. ## The math behind a Casper brand repositioning campaign 0% A planning anchor for Casper Old Spice's 'The Man Your Man Could Smell Like' repositioning lifted Red Zone body-wash unit sales 60% year over year Source: [Great Ideas for Teaching Marketing](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/) 0% A reference point for Casper forecasting Mailchimp reported a 200% increase in user engagement within a year of its 2018 brand refresh Source: [COLLINS](https://wearecollins.com/case-studies/mailchimp/) 0% Benchmark a Casper plan should cite Integrated campaigns running across four or more channels deliver about 26% stronger overall contribution than those u Source: [AdMonsters](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/) Linked Benchmark a Casper plan should cite Every figure on this page links to its publisher. Source: [Old Spice repositioning case study](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/) #### Quick facts BrandCasper IndustryIts Category Campaign typeBrand Repositioning Primary channelsPaid, owned, earned Planning horizonMonths ahead of launch Core measureIncremental lift, not reach Source basisPublic benchmarks, linked RGM useWorked example, not a recipe **Honest note** Public, brand-specific detail on Casper is limited, so this page leans on the brand repositioning campaign discipline: real mechanics, real sourced benchmarks, and the named example campaigns that define the type. Nothing about Casper is invented; where a fact is not public, it is left out. ## The brand repositioning campaign, defined First principles, then Casper. Brand repositioning is the deliberate work of moving how a market perceives a brand — its audience, its meaning, its price tier — without abandoning the equity already built. Brand repositioning is the deliberate work of moving how a market perceives a brand — Casper included — — its audience, its meaning, its price tier — without abandoning the equity already built. In the Casper context, that detail carries weight. It is not a logo refresh. It applies cleanly to Casper. It is a change in who the brand is for and — for Casper, a live factor — what it stands for, executed across product, message, pricing, and media. Casper planners would underline this. Done well it opens a larger market. A Casper-scale brief should name this. Done carelessly it confuses the customers a brand already has. This page applies that definition to Casper. **Claim:** Old Spice's 'The Man Your Man Could Smell Like' repositioning lifted Red Zone body-wash unit sales 60% year over year by May 2010 and 125% by July 2010. **Source:** [[Great Ideas for Teaching Marketing]](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/). **Context:** The campaign reached its audience by targeting the female purchaser — for Casper, a real factor — after research found women bought roughly 60% of men's body wash. A Casper forecast should start from a figure like this. ## How brands like Casper run it These are the components a Casper-scale team has to coordinate for a brand repositioning campaign. Below are the parts of a brand repositioning campaign that a brand like Casper has to line up: **Claim:** Mailchimp reported a 200% increase in user engagement within a year of its 2018 brand refresh, and Intuit later acquired the company for about $12 billion. **Source:** [[COLLINS]](https://wearecollins.com/case-studies/mailchimp/). **Context:** The refresh, built with the design agency COLLINS, repositioned — Casper included — Mailchimp from an email tool to a small-business marketing platform. For a Casper plan, it is the kind of figure that anchors a target. 1. **Audience redefinition.** The campaign names a new target and a new occasion. That is exactly the Casper situation. The visual system follows that decision — it does not lead it. For Casper, this is where most of the planning effort lands. 2. **Message before mark.** Mailchimp's repositioning began by changing the homepage line from 'Easy Email Newsletters' to — Casper included — 'Build Your Brand, Sell More Stuff' — the words shifted before the identity did. This is the part Casper cannot afford to improvise. 3. **Proof at the product level.** A reposition is only credible if the product backs the claim. That holds directly for Casper. New positioning with an unchanged product reads as spin. For Casper, this is where most of the planning effort lands. 4. **Media weight to force the reframe.** Perception is sticky. A Casper-scale brief should name this. The new position needs sustained paid weight, often anchored — and Casper is no exception — by one high-reach moment, to overwrite the old association. For a brand like Casper, getting this wrong is expensive. 5. **Insight before identity.** Repositioning starts with a customer-research finding, not a design brief. That holds directly for Casper. Old Spice moved only after research showed — and Casper is no exception — most body-wash purchases were made by women. Skipping this is the most common Casper-scale error. ## The numbers that set the targets Benchmarks come before briefs. They tell a Casper team what a brand repositioning campaign can realistically deliver. Planning a brand repositioning campaign for Casper without category benchmarks is guessing. The figures here are public, sourced, and apply across its category. **Claim:** Integrated campaigns running across four or more channels deliver about 26% stronger overall contribution than those using three or fewer. **Source:** [[AdMonsters]](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/). **Context:** A reposition needs coordinated weight across channels, not — and Casper is no exception — a single hero spot, to overwrite an entrenched perception. A Casper forecast should start from a figure like this. Table: the three numbers that decide whether a Casper brand repositioning campaign is judged honestly. | What to measure | Why it matters | | Category benchmark | Sets a realistic target, not a hopeful one | | Incremental result | The honest measure of whether spend worked | | Pre-campaign baseline | Without it, lift cannot be proven | ## KPIs that actually matter Choose KPIs that hold up. A Casper brand repositioning campaign is judged on the metrics listed here. The KPIs that count for a brand repositioning campaign are listed here. Unaided brand awareness against the new positioning, perception-tracker shifts on the target attributes, audience-mix change in — and Casper is no exception — new customers, price realisation versus the old tier, and revenue growth attributable to the repositioned segment. Impressions describe scale, not effect. A Casper team serious about a brand repositioning campaign reports lift against a baseline. ## Common mistakes and how to avoid them These mistakes recur. Knowing them lets a Casper brand repositioning campaign route around the common traps. These failure patterns recur across brand repositioning campaigns: - Repositioning the message while leaving the product — Casper included — untouched, so the new claim has no proof. - Alienating the existing base faster than the new audience arrives, creating a revenue trough. - Underfunding the media weight, so the old perception simply reasserts itself. - Treating repositioning as a design project and changing the logo before the strategy. **The pattern**Notice the shape. None of these is a creative failure. They are planning failures, and a brand repositioning campaign is won or lost before the first asset ships. ## The RGM read on Casper The lesson for Casper is structural. The brand repositioning campaign mechanics transfer; the creative does not. Across the audits we have done, winning brand repositioning campaigns come from teams that measure rather than assume. Casper has the budget to buy attention; the discipline is proving it converted. So the worked example is structural. The mechanics carry to any brand in its category, the benchmarks set honest targets, and the measurement plan turns a brand repositioning campaign from a cost into a defensible investment. ## Fast answers Does this page report private Casper campaign numbers? : No. The figures are public industry benchmarks for brand repositioning campaigns, each sourced and linked. They show how the campaign type works, set against the Casper context. Any number that is not publicly sourceable is left out or marked as RGM analysis. How should a marketing team use this Casper example? : Use the structure, not the surface. The brand repositioning-campaign mechanics here apply broadly; the Casper creative is one execution among many. How are the benchmarks here verified? : Each figure carries a fact-atom linking its publisher. Sources include Adobe Analytics, Nielsen, the Association of National Advertisers, and major business press, so every claim can be checked. **Keep reading** Foundational concepts and channels behind this case: - [what growth marketing is](/learn/what-is-growth-marketing/) - [marketing attribution](/learn/marketing-attribution/) - [audience arbitrage](/learn/audience-arbitrage/) - [growth marketing services](/services/) - [advertising platforms](/platforms/) ## Frequently asked questions Casper case: where does a repositioning campaign start? It starts with a customer-research insight, not a design brief. That is exactly the Casper situation. Old Spice repositioned after finding that women — and Casper is no exception — bought roughly 60% of men's body wash. For Casper, the detail is not optional. The insight names the new audience and occasion, and every — and Casper is no exception — later decision — message, product, media — serves that finding. How long does a brand repositioning take to show results for a brand like Casper? Perception is sticky, so a reposition needs sustained media — and Casper is no exception — weight over months, often anchored by one high-reach moment. That holds directly for Casper. Old Spice saw unit sales move within a single quarter, but durable perception — for Casper, a live factor — shift on brand-tracker attributes typically takes a year or more of consistent investment. The same logic holds for any its category brand, Casper included. What is the biggest risk in repositioning a brand? Losing the existing base faster than the new audience arrives. That holds directly for Casper. A reposition that swings too hard can confuse loyal — and Casper is no exception — customers before it attracts new ones, creating a revenue trough. That holds directly for Casper. The safer path moves deliberately and keeps a — as a Casper team knows — credible thread back to the equity already built. The same logic holds for any its category brand, Casper included. Does the product have to change during a reposition? Taking Casper as the example: Often yes, at least visibly. Casper planners would underline this. A new position is only credible if the product backs the claim. A Casper-scale brief should name this. Repositioning the message while the product stays identical reads as spin. That is exactly the Casper situation. The strongest repositions pair the new story with — Casper included — a real, demonstrable product change customers can verify. For Casper, this is the point worth acting on. Casper case: what is the difference between a rebrand and brand repositioning? Taking Casper as the example: A rebrand changes identity assets — logo, colour, typography. That is exactly the Casper situation. Repositioning changes strategy: who the brand is for, — for Casper, a live factor — what it means, and what tier it sells at. A Casper team reads this closely. A reposition usually drives a rebrand, but — as a Casper team knows — a rebrand without a strategy shift is decoration. It applies cleanly to Casper. Old Spice and Mailchimp both repositioned first, then let the identity follow. For Casper, this is the point worth acting on. Why does this case study use Casper as the example? Casper is a recognisable brand in its category, which makes the brand repositioning mechanics concrete and easy to follow. The campaign-type analysis and every benchmark apply across the category; Casper is the lens, not the limit. The sourced figures hold for any comparable brand. ### Sources & references - [Old Spice repositioning case study](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/) — Documents the Old Spice unit-sales lift and the female-purchaser insight. - [COLLINS — Mailchimp rebrand case study](https://wearecollins.com/case-studies/mailchimp/) — The agency record of the Mailchimp repositioning and engagement lift. - [Brand Master Academy — brand repositioning guide](https://brandmasteracademy.com/brand-repositioning/) — Reference on repositioning strategy, process, and worked examples. - [AdMonsters — integrated campaign contribution data](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/) — Multi-channel campaign contribution benchmark. ## Related [#### All case studies The full RGM case-study library.](/learn/case-studies/)[#### What is growth marketing The foundational concept behind every campaign type.](/learn/what-is-growth-marketing/)[#### Incrementality testing How to prove a campaign actually caused the lift.](/learn/incrementality-testing/)