Our primary objective was to develop a social activation for the Women’s World Cup that connected Bose with young Black female music and sports enthusiasts, leveraging the brand’s influential partnership with Trinity Rodman. We aimed to create a campaign that not only ignited brand excitement but also cultivated cultural relevance through social-first initiatives, authentically celebrating the intersection of music and women’s soccer.
The big idea? Get Loud.
For our target audience, it wasn’t about tuning in or out; it was about turning up. We tapped into the spirit of a determined generation eager to showcase their identity to the world, with music acting as the defining soundtrack to their individuality. The message was clear: it was time to get loud and revel in celebrating who they truly are.
In collaboration with rising USWNT soccer star Trinity Rodman and music sensation Coi Leray, we crafted an unofficial World Cup anthem, “Get Loud,” and produced Coi Leray’s custom music video for the track featuring Trinity Rodman. The song called upon young women to turn up as they are, embracing fun, celebrating uniqueness, and radiating positivity – mirroring the authenticity embodied by Coi and Trinity.
The anthem marked just the beginning, serving as the catalyst for an even bigger campaign. We launched the official music video as the lead track on Coi Leray’s new album. To further amplify our message, we launched a social-first TikTok Branded Mission* campaign, #GetLoudWithBose. Partnering with TikTok dance creators, we choreographed a dance featured in the music video, sparking a viral sensation on TikTok. Our efforts transcended a singular campaign–it became a call for individuals to turn up their vibe, intensity, style, and individuality, resonating powerfully with our target audience.
*The strategic use of the TikTok Branded Mission + Hashtag Challenge media product enabled us to inspire and curate UGC participation that successfully drove mass brand awareness at scale. We kicked off the campaign with a video from Coi Leray that called for creators to submit videos of them performing the dance featured in the “Get Loud” Music Video. We also partnered with three dancers to create response videos to Coi’s CTA video, inspiring others to submit to the mission. We selected the strongest 17 videos from the 406 submissions to amplify across media. Videos were selected based on criteria such as product integration, creator reach, relevance to our audience, and fulfillment of the brief.
The campaign effortlessly blended sports, music, and social media to create a vibrant celebration of identity. This marked a successful fusion of authenticity and innovation in the world of sports and music marketing.
The impact was evident across platforms. Combined video views for the music video across Coi Leray and Bose channels was 3.3M views. Overall, the activation outperformed social viewership benchmarks by 11%, and 68% stronger engagement than benchmark. YouTube drove 17% stronger viewership rates than platform benchmarks.
KPIs for the TikTok branded mission activation outperformed both the brand’s benchmarks and industry averages, underscoring the campaign’s effectiveness. Achieving 37.3M total video views, 406 mission submissions, and 1,142 HTC video creations, the engagement levels surpassed expectations. Notably, the campaign demonstrated a 10.7% engagement rate, well above the 4% benchmark, and a 39% video view rate (VVR), surpassing the 35% industry benchmark. Additionally, the 1.08% engagement rate exceeded the 0.64% benchmark, with a substantial 11.4% boost in ad recall.
The campaign’s success was attributed to the close collaboration across media, content, and partnerships teams. This collaborative approach, complimented by a well-defined content strategy and talent involvement, played a pivotal role in realizing the campaign’s objectives and ensuring a seamless and impactful execution.
The campaign’s success was attributed to the close collaboration across media, content, and partnerships teams. This collaborative approach, complimented by a well-defined content strategy and talent involvement, played a pivotal role in realizing the campaign’s objectives and ensuring a seamless and impactful execution.
