Launching the Bose Ultra Open Earbuds
In February 2024, we launched the Bose Ultra Open Earbuds, a uniquely new audio wearable that unlocks a new experience for listeners:
Hear your music, AND the world around you. At the same time.
Many who’ve tried it like to say it’s the best of both worlds.
When I first began at Bose, I learned about an upcoming product with an ear-cuff, jewelry-like design. I couldn’t wait. Couldn’t wait to try it, and to market it. We identified early on that this product had strong potential to be picked up by the Gen Z- female market, which I conveniently am a member of.
In addition to market research, I leaned into my own experience of walking around the city running errands with earbuds in, wishing I could have soundtrack-to-my-life situation while also having awareness to my surroundings. This product enables just that.
At the start of the year, we seeded product to our talent partners, including NBA player Anthony Edwards, and our brand creators.
In this pre-launch phase, I began sharing some content of our partners wearing the Ultra Open Earbuds on the @Bose Instagram Stories to drum up excitement.
I also engaged with content from the @Bose handle, such as with a video from creator Anthony Hamilton, to create buzz in the comment section.
Then came the Kith for Bose Ultra Open Earbuds collab product launch, which I share more about here.
The core- SKU of Bose Ultra Open Earbuds officially became available for purchase in mid-February.
To announce the launch, I created social-first assets (IG Stories & in-feed posts) and wrote copy for all Bose-owned channels.
LAUNCH (FEBRUARY)
I also ghost-wrote copy for posts from partners including singer Sofia Valdes, and briefed in creator Noah Beck for a day-in-the-life TikTok featured Ultra Open Earbuds.
This video garner 22M+ views and became the top performing ad across view and spend metrics of all Launch Day paid media assets, and the video performed 8.72x better than typical sponsored content posted by Noah (33M followers).
I also supported our lead content strategist in bringing to life a launch asset featuring Flo Milli, which was served as a TikTok TopView. This asset delivered 40M+ impressions and drove above benchmark click through rates, average watch times, and video view rates.
damian lillard wearing ultra open wearbuds at nba all star weekend, named mvp
Singer Maluma Wears Custom $20,000 diamond open earbuds to the Grammys
From when I first demoed the product through to launch and beyond, I have been passionate about finding creative ways to find creative ways to articulate the experience and visual design of this product.
I was selected to use the product in prototype for the year leading up to launch, and I infused my own experience of using the product in daily life into the elements of the go-to-market plans.
Over the last several months, we’ve designed and implemented launch strategy that is as innovative as the product we’re promoting.
PRE-LAUNCH TEASE (JANUARY)
SUSTAIN (FEBRUARY)
icon shaquille o’neal surprised with diamond open earbuds
Singer kenzie wears diamond open earbuds at billboard w.i.m. awards, by designer maggie simpkins
From appearing at the Grammy Awards to being gifted to Shaq, the Ultra Open Earbuds began showing up in the world in exciting ways. I have been responsible for the timely sharing of these moments to Bose channels, from asset selection to quick turn copy-writing, publishing, and engaging.
