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• Teaching Note | HBS Case Collection | June 2017 (Revised July 2020)

  Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'

  Robert J. Dolan

  Teaching Note for HBS No. 517-042.

  Keywords: marketing; commercials; mattress;

  Citation:

  Dolan, Robert J. "Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'." Harvard Business School Teaching Note 517-130, June 2017. (Revised July 2020.)  View Details

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• Case | HBS Case Collection | August 2018 (Revised July 2020)

  Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

  Jill Avery and Ayelet Israeli

  As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating changes to them that will allow them to grow their business. Ensuring that their marketing dollars were being spent efficiently was critical to the data-driven management team and proving to be complicated as the company moved spending from digital marketing to offline media, which made attribution modeling more difficult. Decisions pertaining to product extensions, channel expansion beyond DTC e-commerce, and geographic expansion were also on the table to prove that Hubble's customer value proposition and operations could profitably scale.

  Keywords: DTC; direct to consumer marketing; health care; e-commerce; mobile; digital marketing; attribution; experimentation; experiments; churn/retention; customer lifetime value; internet marketing; big data; analytics; social media; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Online Advertising; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Health Industry; Consumer Products Industry; United States; North America; Europe;

  Citation:

  Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised July 2020.)  View Details

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• Case | HBS Case Collection | May 2020 (Revised July 2020)

  iPod: The Perfect Thing?

  Robert J. Dolan

  Citation:

  Dolan, Robert J. "iPod: The Perfect Thing?" Harvard Business School Case 520-097, May 2020. (Revised July 2020.)  View Details

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