2. Summary & Introduction
Summary
With 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
3. About Bose
The 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
4. About Iceleads
Iceleads provides a global marketing automation platform that connects brands and manufacturers with retail
partners. Since 2011 Iceleads has been working with global brands such as Intel, NVIDIA, Philips and BOSE in
40+ countries. Iceleads’ 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.
Iceleads tracks the leads and sales out performance and provides these insights back to the brand or
manufacturer to optimize the ROI of campaigns.
Introduction
5. About This Page Amsterdam
This Page Amsterdam is an award winning digital production agency based in the center of Amsterdam. Since
2009 they have continued to push themselves and step out of their comfort zone(s) to create synergy in their
digital productions.
They create this by embracing new technologies combined with beautiful design, and use their eye for detail in
everything they do. They create memorable digital experiences for brands via mobile apps, corporate and
campaign websites, and interactive installations.
Introduction
6. Strategy
The Challenge
Bose 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.
7. Strategy
How we did it
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 Iceleads Buy Now 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.
8. Strategy
Target audience
This 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
9. Platform
The 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
10. Leads
Drive qualified leads from within the platform
to local retailers at a product level (real-time
pricing, stock and availability).
Iceleads 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
11. Conversion campaign
Retargeted conversion banners to persuade
visitors to complete the transaction (at
selected retailer).
Banners included live purchase and tracking
links.
Customer Journey
13. Customer Journey
Choose your retailer2a.
Retargeting after no engagement to buy directly from ad2b.
Complete the purchase3.
Find your product1.
Customer Journey Summary
Traffic drivers:
LinkedIn
Xasis
14. Timings
The 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
15. The collaboration
The collaboration between Bose, Iceleads 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
16. The facts
We 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
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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
17. 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
