Bose was looking to reach an under-indexed headphone audience – millennial women. They were looking to drive awareness for their new SoundSport in-ear wireless headphones, with the goal of increasing share with this key target demographic.
Bose engaged Heartbeat to create a scalable, word-of-mouth endorsement from a selected group of Ambassadors, focusing on real, everyday women who were fitness enthusiasts, and who would spark authentic conversation among their followers and real-life friends.
In post-campaign surveys, Bose saw a major lift in awareness and purchase intent for their new product, both among the broader set of 200,000 Ambassadors, representing millennial women as a whole, as well as the participants themselves. Bose also loved the content so much they repurposed the images for other social ads and other marketing initiatives.
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Just flexin’ and stretchin’ 😎 jk I’m currently sitting in front of a laptop like I’ve been lately (finals 😩) but what makes it enjoyable is having my @bose wireless headphones and canceling out all the noise, so I can’t hear myself when I belt out my tunes 🗣as you all have previously seen I like to make a fool of myself and sing all crazy 😂 you all need a pair of these, especially because they’re sweat/weather resistant + give you 5 hours of play time per charge, how ’bout that?! 😄👍🏼
3% Engagement | 40.1k Followers | 998 Likes