LISA x Bose Ultra Open Earbuds
Content and end-to-end campaign rollout strategy for Bose's largest global collaboration to date, partnering with LISA of BLACKPINK on the launch of the LISA x Bose Limited Edition Ultra Open Earbuds.
ScopeContent Strategy · Campaign Rollout Strategy · Fan Engagement · Campaign Reporting
Complete
The ask.
From 2022 through 2025, we supported Bose's marketing organization in building product collab programs — beginning first with product giveaways, then releasing the first sellable collab in 2023 (Normani x Bose QuietComfort Earbuds), followed by artist collaborations that ultimately led to LISA x Bose Ultra Open Earbuds: the largest-scale product collaboration for the brand to date.
Having worked across the Integrated Campaign Management, Marketing Special Projects, and Social & Content teams, we had a cross-functional perspective of collaboration programs, with insight ranging from operational product design and go-to-market strategy to social-first campaign rollout and fan engagement. We were asked to leverage this unique perspective to build out the campaign rollout and engagement strategy across social channels, from Tease to Announce to Launch.
Results & impact.
Notable
Moments.
- Attended full-scale production in Paris, interviewing LISA for the "What's That Sound" video and overseeing video & photo production for social assets, and created an on-the-ground content capture plan for the LA pop-up event.
- Built and executed a four-phase strategy (Tease, Announce, Excite, Launch) for Bose's largest-scale collaboration program to date, shaping creative and overseeing the delivery of nearly 300 assets with Artifact Content & Partners In Crime Creative, driving thousands of products sold globally.
- Created a custom suite of GIFs used by fans across the internet, generating 500K+ views on GIPHY.com and thousands of impressions across channels.
Live on the platforms.
From fear-inducing pigeons to a surprise recording of LISA's cats, we played sounds for the K-Pop star to respond to. This video was an installment of the Bose "What's That Sound" series, created by Content Strategist/Creative Jody Jackson.
This hero spot earned 1M+ organic views in 15 minutes, sparking excitement amidst the K-Pop fandom across countries and platforms.
Lisa responded to fans in this product launch day video which was distributed across platforms organically, and on TikTok as a TopView placement.
We delivered a bouquet of lilies (a nod to LISA's fanbase name, "Lilies") with a few questions about the design of her product collaboration with Bose.
In addition to the Ultra Open Earbuds collaboration launch, we created content with LISA to support other Bose products, including the QC Ultra Headphones. We scripted this asset, which ran throughout the duration of the paid campaign.
When purchasing the collab product, fans had a chance to win a meet & greet with LISA. We created a content capture plan for the pop-up event, ensuring we'd catch these raw reactions.