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New From Bose
Summary & Introduction
Summary
With the creation of the multichannel B2B2C New
From Bose experience platform we created a ...
About Bose
The Bose Corporation is a privately held American corporation, best known for its home audio systems and
speake...
About Iceleads
Iceleads provides a global marketing automation platform that connects brands and manufacturers with retail...
About This Page Amsterdam
This Page Amsterdam is an award winning digital production agency based in the center of Amsterd...
Strategy
The Challenge
Bose is experiencing competition from new market entrants like Beats by Dr. Dre and Sennheiser. The...
Strategy
How we did it
This Page Amsterdam designed a scalable campaign platform that persuades consumers and generates pr...
Strategy
Target audience
This campaign has two specific audiences: B2C (persuade consumers) and B2B (drive qualified leads...
Platform
The consumer experience platform created by
This Page Amsterdam for branding products
and persuading consumers. E...
Leads
Drive qualified leads from within the platform
to local retailers at a product level (real-time
pricing, stock and a...
Conversion campaign
Retargeted conversion banners to persuade
visitors to complete the transaction (at
selected retailer)....
Transaction
Consumers complete the transaction at the
selected retail partners.
Customer Journey
Customer Journey
Choose your retailer2a.
Retargeting after no engagement to buy directly from ad2b.
Complete the purchase3...
The collaboration
The collaboration between Bose, Iceleads and This Page Amsterdam resulted in:
• A scalable and proven so...
The facts
We managed to generated a higher percentage (4.7%) of qualitative leads towards retailers when compared to
the B...
Testimonial
“With the initiation of this multichannel program, I’ve seen a great collaboration between our creative and
co...
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Finalist B2B Marketing Awards - New from Bose by Iceleads

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New from Bose by Iceleads - Best Use of Digital Techniques or Technologies.

Watch video: https://vimeo.com/131865255
Discover platform: https://special.bose.eu/en
More about the technology..
http://www.iceleads.com/pages/demo/demo.aspx

Published in: Marketing
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Finalist B2B Marketing Awards - New from Bose by Iceleads

  1. 1. New From Bose
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  12. 12. Transaction Consumers complete the transaction at the selected retail partners. Customer Journey
  13. 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. 14. 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
  15. 15. 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 0 500 1000 1500 2000 2500 3000 17-01-15 18-01-15 19-01-15 20-01-15 21-01-15 22-01-15 23-01-15 24-01-15 25-01-15 26-01-15 27-01-15 28-01-15 29-01-15 30-01-15 31-01-15 01-02-15 02-02-15 03-02-15 04-02-15 05-02-15 06-02-15 07-02-15 08-02-15 09-02-15 10-02-15 11-02-15 12-02-15 13-02-15 14-02-15 15-02-15 16-02-15 17-02-15 18-02-15 19-02-15 20-02-15 22-02-15 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
  16. 16. 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

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