To create unique pieces of content that differentiate from what is traditionally featured across athlete and sports media social channels and demonstrate the amazing benefits of the Bose Noise Canceling Headphones 700.
Bose, in collaboration with their NFL player partners and agency partners, CAA, Wrong Creative, and Thoroughbread Pictures, developed a series of animated shorts and cinemagraphs featuring –Aaron Rodgers, Russell Wilson, Christian McCaffrey, Baker Mayfield, Larry Fitzgerald, Jared Goff, Carson Wentz and Mitchell Trubisky to support a larger #HeadsUpHoliday Campaign.
During a key frame leading into the holidays, we utilized daily giveaways across our player social channels to increase awareness and engagements for Bose Noise Canceling Headphones 700. Based on our successful product-focused programs in years’ past, we used Headphones 700 as our focus product and align creative to show a cohesive look for the campaign. Data has also informed the need for uniform captions and hashtags to increase the success of the giveaway.
Players posted during a two week span (December 11th - December 23rd) but avoided Saturday and Sunday posts so content could remaining football focused as players were in season.
Overall, the posts performed exceptionally well. Fans responded positively leaving thousands of comments discussing their favorite holiday traditions, football memories or holiday plans. Russell Wilson's video earned more than 1 Million views and Aaron Rodgers earned more than 700,000 views.The eight player posts combined for over 320K engagements and received 15% more engagements per post than the other Bose promoted posts on these athletes' channels.
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