Case Study

Driving smarter conversions and incremental impact

Overview

Setting the stage for smarter growth

Casper, a leading bedding and mattress brand, partnered with WITHIN and illumin to launch a performance-driven campaign focused on improving digital efficiency and measuring true incremental impact. The goal was to strengthen Casper’s online presence and make ad spending more effective.

Challenge

Making every media dollar count

The team at Casper faced the task of turning their advertising spend into measurable results. With ambitious performance benchmarks and multiple possible approaches, they needed the right partners to drive strong returns while maintaining high ad viewability.

Strategy

Testing, learning, and optimizing for results

Test multiple creative sets (evergreen and seasonal), each with unique landing pages for A/B testing
Focus on conversions through third-party segments, lookalike prospecting, and retargeting
Capture engagement insights and implement purchase-triggered tracking
Apply dynamic budget allocation to optimize performance across creatives and landing pages

“Activating through illumin allowed us to test and optimize Casper’s display strategy with confidence. The incremental lift we validated through this helped us understand what was truly driving results and where our spend was making the biggest impact, informing our strategy now and beyond.”

Impact

Understanding what really drove results

To identify what truly drove online orders, Casper and WITHIN teamed up with Measured, a third-party measurement platform, to run a multi-tactic impact experiment. The test showed which media strategies created real incremental lift and which had minimal effect

Ad spend was paused in select regions for multiple weeks to identify what really worked. The experiment included 10 test states, representing about 13% of the business, with 8 key anchor states used for modeling. Prospecting and retargeting tactics across multiple illumin campaigns were tested to measure their true impact.

Key insights

Proving the ROI

illumin didn’t just track results. It showed how users really engaged, helping put the budget where it mattered most. Smart allocation and third-party measurement confirmed real impact, giving clear guidance for future campaigns.

See first-hand how illumin helps agencies thrive

Curious on how you can transform your campaigns from good to game-changing? Find out more about how you can maximize your brand reach through illumin!