Bose x normani

In August 2023, we launched the first sellable collaborative product at Bose: Bose x Normani QuietComfort Earbuds II in a pretty sweet purple iridescent finish. The limited-edition product sold out in 24 hours.

I was involved from the product design process through to launch and cross-fuctional post-launch activity. I provided creative input for the design of the product, and brought marketing & engineering teams together for a multi-disciplinary retro that informed our future product collab strategy.

I led our social rollout strategy, collaborating with our lead content strategist to produce teaser and drop assets, driving buzz across our social channels.

NormanixBose Social Teaser

NormanixBose Social Product Drop Announcement

I led on creating a comprehensive organic & paid content rollout, facilitating integration with DTC cross-channel launch strategy. I took a boots-on-the-ground approach to learning what makes Normani fans tick by jumping into fandom threads on Twitter and Instagram.

I implemented these learnings by crafting copy that incorporated “easter eggs” for Normani fans, driving excitement.

The first installment of our rollout drove significant earned media and virality, leading “Normani” to trend on Twitter with the release of our brand spot and interview assets.