Bose lifts brand awareness among new demographic and repurposes content across marketing channels.


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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Loving my @bose SoundSport wireless headphones! They stay in place no matter what kind of workout I’m doing.