Open Day AESE Summer School & MiM IESE

Ever tried explaining to your kids what your time at AESE was like? Now, you don’t have to—bring them to experience it for themselves!

Join us for a special AESE & IESE Open Day, where Professor Paco Iniesta from IESE Business School will lead an exciting case discussion designed to give your children a taste of what shaped your professional journey.

This is your chance to relive the classroom experience, this time with your kids by your side—no exams, just pure learning fun!

Case Study
Casper Sleep Inc. was not the pioneer in the direct-to-consumer mattress business (Tuft and Needle launched about two years prior). However, it had quickly become the most successful. Launching in April 2014, it hit a $100 million sales run rate by June 2015 and raised capital at a $550 million company valuation.

​​​​​​​While early sales had exceeded the “wildest dreams” of founders, Casper still only held less than a 1% share of the $14 billion U.S. mattress industry. In September 2015, the company had to decide on the right promotional strategy for the next phase, as it sought to become the “Nike of Sleep.” A key question for Casper was whether it should begin television advertising. Until then, the company had relied upon free “earned” media and some lost-cost radio and outdoor ads to complement its web presence. Some in the company judged these media to be too “niche” to support a strong, nationwide presence. Others felt television was too “traditional” a medium for Casper – at odds with the “maverick” image Casper had cultivated to that point.