Bose | CASE STUDY

Bose Partners with Wunderkind to Drive Awareness & Consideration

In launching their new earbuds, Bose wanted to showcase their transformative sound experience and cement the message that they’re the only choice for music lovers. The campaign aimed to exemplify how premium audio helps consumers enjoy music while also empowering them to control their experience through setting the mood and managing distractions.

120%

increase in Brand Consideration

147%

above benchmark in Brand Awareness

494%

increase in Message Association

Industry

Consumer Electronics

Challenges

Brand perception and consumer familiarity

Wunderkind Products

WunderKIND Ads High Impact Creatives

Challenge

Bose struggled with brand perception and consumer familiarity in the marketplace as they aimed to differentiate themselves from other electronic retailers. As a result, Bose fell behind on their price-to-value ratio and had the largest consideration-to-conversion gap among competitors.

Solution

Wunderkind’s animated display and high impact ads were designed to exhibit Bose Earbuds’ high-quality, immersive sound experience. Surrounding contextually relevant inventory, the campaign targeted music lovers, aiding in driving brand awareness and (more importantly) consideration. Partnering with Lucid, Bose was able to make real time optimizations toward units that were driving site traffic. The targeting strategy was RON with SSP Data: Leveraging Pubmatic’s data integrations, Wunderkind sent data-layered bids to the DSP, allowing Bose to target music and tech premium audio buyers. The creative strategy involved Wunderkind’s creative services team created videos with branded skin and animated display high impact to highlight the buds’ features, quality, and sleek design.

Result

On top of the impressive increases highlighted above in Brand Consideration, Brand Awareness, and Message Association – this campaign also delivered a 236% increase in ad recall, and an 18.5% increase in CTR. Brand Awareness had a 22% lift among the a key demographic, respondents ages 25-34, who were exposed via OLV.