How Casper Mattress Sparked Curiosity to Drive Clicks
See how Casper Mattress used the "Curiosity Gap" in their image ads to show people a new way to buy a bed and revolutionize an industry.
Introduction
Buying a mattress used to be a horrible experience. You had to go to a huge store, lay on beds while a salesman watched you, and then pay hundreds of dollars for delivery. Casper wanted to sell amazing memory foam beds entirely online.
The Challenge
Nobody believed you could ship a giant, king-sized mattress in the mail. Casper had to prove that their crazy idea actually worked, and they had to do it in a single image ad.
The Ad Strategy
They used the "Curiosity Gap" hook perfectly. Instead of just showing a picture of a flat bed in a bedroom, they showed a picture of a surprisingly small cardboard box. The ad text simply said: "How did we fit a ridiculously comfortable bed in this tiny box?"
The Results
Human beings are naturally curious. When people saw the tiny box, their brains couldn't figure out the puzzle. They had to click the ad just to see how the mattress popped out! This simple curiosity hook drove millions of visitors to Casper's website and completely changed the mattress industry forever.
The Key Takeaway for Your Store
You don't always have to explain everything in your image. Ask a great question or tease a surprising fact on your ad, and make them click your link to find the answer.
Reference: Public DTC Marketing Studies - Casper
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