New From Bose

Summary & Introduction

SummaryWith the creation of the multichannel B2B2C New

From Bose experience platform we created a unique

way of presenting Bose’s new headphones to the

market. By experimenting with a modern user

interface and fresh visual design we were able to

actively generate qualified leads and sales to the

participating retail partners, doubling the sales

conversion of Bose headphones.

Website : https://special.bose.eu/en

Video : https://vimeo.com/131865255

About BoseThe Bose Corporation is a privately held American corporation, best known for its home audio systems and

speakers, noise cancelling headphones, professional audio systems and automobile sound systems. The

company has also conducted research into suspension technologies for cars and heavy-duty trucks, and in the

area of cold fusion.

Introduction

About HatchHatch provides a global marketing automation platform that connects brands and manufacturers with retail

partners. Since 2011 Hatch has been working with global brands such as Intel, NVIDIA, Philips and BOSE in 40+

countries. Hatch’ Buy Now technology provides retail offers for any given product, allowing consumers to

instantly buy a product from a retailer that has it in stock.

Hatch tracks the leads and sales out performance and provides these insights back to the brand or manufacturer

to optimize the ROI of campaigns.

Introduction

Strategy

The ChallengeBose is experiencing competition from new market entrants like Beats by Dr. Dre and Sennheiser. The challenge

is to effectively activate and persuade the end consumer to learn about Bose products (branding), to boost

product sales via retail (conversion) and strengthen the position of the Bose brand and their quality products

offered to the market.

This requires finding the right balance between emotion/branding and performance based marketing - two

approaches that often don’t go hand in hand with each other.

The multichannel campaign featured 5 products in 3 colors, with 7 retail partners. (5 x 3 x 7 = 105 shop offers).

This means, even though the campaign features a limited amount of products, an automated solution is required

to manage and control the quality of the campaign deep links and purchase options.

Strategy

How we did itThe creative agency This Page Amsterdam designed a scalable campaign platform that persuades consumers

and generates product awareness (branding/design) for the new Bose headphone series and provides the

audience with an enhanced shopping experience - actively involving retail partners. With the use of Hatch Where

to Buy technology the platform includes all purchase links to the selected retail partners with the ability of

instantly buying the product (conversion) through authorized retailers.

• Scalable and sustainable platform that attracts customers within different regions, connects them to local

retail partners and offers Bose the flexibility for products to be updated at all times.

• Consumers spend their entire journey in a Bose branded environment where they can discover product

features, availability, colors and retailers offering their chosen product. Only the transaction takes place at

the retailer site.

• The technology behind the platform allows Bose to track the campaign, media, product and retailer

performance in terms of consumer engagements, leads, sales and order value.

Strategy

Target audienceThis campaign has two specific audiences: B2C (persuade consumers) and B2B (drive qualified leads to retail

partners). The model includes and benefits the following stake holders:

• Retail partners - by receiving free leads and sales (with the opportunity to upsell)

• Consumers - by offering them the shortest path to purchase

• Bose - by strengthening her brand position and boosting sales

PlatformThe consumer experience platform created by

This Page Amsterdam for branding products

and persuading consumers. Empowered with

a media mix of RTB, AdWords, display and re-

targeting. (networks: Xaxis, Linkedin, GDN).

Customer Journey

Leads Drive qualified leads from within the platform

to local retailers at a product level (real-time

pricing, stock and availability).

Hatch maintains the quality of the purchase

links for each product and provides tracking

links to measure the campaign performance

in leads and sales.

Based on the user’s IP-address only the

local offers are shown.

Customer Journey

Conversion campaignRetargeted conversion banners to persuade

visitors to complete the transaction (at

selected retailer).

Banners included live purchase and tracking

links.

Customer Journey

TransactionConsumers complete the transaction at the

selected retail partners.

Customer Journey

Customer Journey

Choose your retailer2a.

Retargeting after no engagement to buy directly from ad2b.

Complete the purchase3.

Find your product1.

Customer Journey SummaryTraffic drivers:

LinkedIn

Xasis

TimingsThe complete turnaround time for the production was 8 weeks. From the first concept brainstorms till the hard

launch. The complete campaign was live for 3 months.

The campaign has been live for 3 months

Timing & Budgets

BudgetsThe complete campaign including media costs €124,000,-.

The budget split is as followed:

Production platform by This Page Amsterdam: €22,000

Hatch Where to Buy technology: € 2,000

Production banners: €5,000

Online Media: €95,000

Timing & Budgets

The collaborationThe collaboration between Bose, Hatch and This Page Amsterdam resulted in:

• A scalable and proven solution for running partner campaigns

• Automatically adding purchase links for multi-color products

• Leveraging local retailer partners for increased loyalty

• Offering consumers a unique shopping experience

• Boosting the buyer’s confidence by showing trusted retail partners and prices

• Full transparency in channel performance

Results

Engagements

Platform

Leads

Qualified

leads

Views, clicks

GDN,

XAXIS,

Linkedin

Emotion Conversion

Sales

Amazon, FNAC,

Darty, Boulanger,

Currys, John Lewis

The factsWe managed to generated a higher percentage (4.7%) of qualitative leads towards retailers when compared to

the Bose corporate website (0.98%) add to basket functionality, and 388% higher return on clicks.

Higher time on site and page sessions, which indicates we’re displaying relevant content. With this multichannel

approach we’ve also managed to increase our average conversion rate. A total of 31,011 leads were generated

to the partners. Of which 5,769 were qualified via the platform and sales-conversions on the featured products

doubled (200%)

Results

46%

15%

9%

19%

11%

Retailpartner Performance (lead %)

Amazon Bose Online Shop Darty FNAC Boulanger

0

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1500

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2500

300017

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Media Performance (lead QTY)

GDN Linkedin Xaxis

0 50 100 150 200 250 300 350

Soundlink on ear white

Freestyle in ear Ice Blue

Soundtrue on-ear Purple/mint

Quiet Comfort 25 Black

Soundtrue around ear black

Top 5 product performance

Testimonial“With the initiation of this multichannel program, I’ve seen a great collaboration between our creative and

conversion agency.

By creating an immersive product experience within the microsite, we’ve managed to convert qualitative leads

into actual sales on our retailers’ websites.

This campaign has proven to be so successful, that we’re currently testing this same initiative on our owned

channels.”

Bob Begemann - Etail Trade Marketing Manager Europe @ Bose Corporation