A white Bose logo centered on a lifestyle image of a Bose speaker at the beach.

Client: Bose

Brand Content Strategy & Implementation

The 18 Coffees team led an organizational shift to consider social media as not just marketing channels, but as millennial engagement forums. We developed a socially-conscious and millennial-focused content strategy for the Bose brand marketing team, which included overhauling workflows and creating agile feedback loops to close communication loopholes between traditionally siloed teams.

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Our work included: Content Strategy, Brand Storytelling, Brand Voice & Positioning, Process Design

A woman with medium-toned skin uses Bose headphones as smiles at the camera.
A black, cylindrical Bose speaker rests on a wooden bench. People are gardening in the background.
A woman with short blonde hair and light-toned skin walks with a small white surfboard. She wears black sunglasses, a white top, and Bose wireless headphones.
A brunette woman with light-toned skin sits on a bench in a garden. She is reading a book and wearing large Bose headphones.
A woman with dark hair and dark-toned skin reads a book in a garden. She wears a bright top and wears silver Bose headphones.

"We’re really starting to see great traction and results coming from all the good work over these past eight months. 18 Coffees has been immensely helpful in driving positive change in terms of both our organizational and creative effectiveness."

— Pat LaCroix, Head of Global Brand & Marketing Activation at Bose

A close-up shot of black wireless Bose headphones.
A close-up shot of a woman with blonde curly hair and medium-toned skin. She wears black sunglasses and an orange beanie hat as she looks off into the distance.
Four images make up a collage. Each image shows a close-up of a different Bose product.

Our Impact

  • 18 Coffees led a brand refinement with an updated content strategy that increased engagement and market share with millennials — the brand’s prioritized audience segment.

    Bose began outperforming industry benchmarks in <6 months, widening the performance gap between its comp set by 10X YoY, and establishing itself as the leader in social engagement within its category.

  • 18 Coffees created consistent trust with the target audience by building an advocacy infrastructure using digital content.

    Targeted CTAs were used at key moments to allow brand loyalists to raise their hands and receive exclusive behind-the-scenes content—in exchange for more measurable sales opportunities.

  • 18 Coffees worked hand-in-hand with Bose team to operationalize all elements of new strategy, including an agile planning process that depended on sharing performance data across teams.

    The 18 Coffees team worked across the social media, marketing, and analytics teams, as well as across agency partners, to share content metrics and refine creative approaches in real time. Operational improvements between teams lead to a measurable improvement in metrics in under six weeks.