In early October, Bose launched the Quietcomfort Ultra product line featuring their new best-in-class earbuds and headphones products. Our objective was to reach and engage our music lover audience with the product launch news, driving brand excitement and product interest in the marketplace. We partnered with brand ambassador Charlie Puth to drive brand and product recall, awareness, and favorability around the new product release.
A strategic area of focus for the brand is expanding Bose’s reach and relevance amongst the increasingly hard to reach female 18 - 34 year old demographic. Bose was able to tailor the talent and messaging as well as launch paid with a strategic affinity-based audience.
With the release of the product coinciding with existing in-market media activations and Bose’s PR announcements, Bose partnered with brand ambassador Charlie Puth, a huge pop star with a dynamic TikTok presence, to create custom content about our new product on launch day, designed to drive efficient, high-impact awareness. As we were concepting media touchpoints, TikTok was our touchpoint of choice as not only a relevant way to reach and engage the music lover consumer, but allowed us to lean into Charlie’s existing following on TikTok and endemic content creation.
We decided to activate two high-impact campaigns on TikTok, a TopFeed and TopView campaigns back to back. These ad products are designed to push content to the top of user’s feeds for premium placement. Since Charlie is so native on the platform, his videos felt authentically placed and integrated well into the user experience to ultimately drive up ad recall for Bose.
This execution came to life with a TopView campaign running on 10/3 and a TopFeed campaign running from 10/4 - 10/10. The TopView campaign prioritized product launch day, showing up in a premium inventory space on the platform while TopFeed capitalized on that moment, giving it legs to drive increased frequency in a brand-healthy way and make optimizations based on learnings throughout the flight. We also decided to run boosted content from Charlie’s account in addition to dark posts from Bose’s account, leaning into platform best practices, mitigating creative fatigue and improving performance.
The results shattered Bose’s previous brand health and media benchmarks. The TopView campaign drove +19.2 lift in ad recall and TopFeed a +23.9 lift, significantly outperforming TikTok’s benchmarks. Both activations also outperformed familiarity benchmarks with a +3.4 lift for TopView and TopFeed +4.6 lift.
In terms of media metrics, the campaign drove 54.2M impressions, driving 7% more impressions that purchased at a CPM of $10.08. The TopView campaign drove 16.8M total video views and a CPVV of $0.04, which was more efficient than benchmark (BM of $0.05 CPVV). It also drove 1.99M total clicks, with an overall CPC of $0.27, driving efficiency in site traffic. The CTR netted out above the tech benchmark at 3.67% and was also more efficient than our 2022 TopView activation.
These results proved the campaign was effective against our Music Lover audience and was able to not only drive lift against our key brand lift questions but also drove strong media metrics across the board.
