The #BoseAllOut TikTok challenge represents one of the most successful social media initiatives by Bose Corporation, demonstrating how strategic music selection can transform brand engagement. Our ‘audience-first’ approach to music strategy helped Bose create a viral sensation that resonated deeply with Gen Z and young millennial consumers.
#BoseAllOut
The challenge invited users to “go all out”, showing off dance moves vigorous enough to almost shake the earbuds loose, highlighting the secure fit and fun of Bose’s headphones. Bose’s goal was to boost awareness and relevancy among younger audiences, where prior brand familiarity was relatively low (only 18% of 18–24-year-olds knew Bose prior to the campaign).
9.4 Billion Views
1.9 Million UG Videos
Bose saw a notable uptick in brand awareness and affinity among the target group, Gen Z familiarity with Bose rose from 18% to 22% off the back of the campaign and a Forrester survey highlighted Bose as “one of the most salient brands among Gen Z” the following year.
The #BoseAllOut campaign demonstrates the power of a well-crafted music strategy in social media marketing. By leveraging a bespoke track that resonated with Gen Z, Bose ignited an authentic wave of user creativity that vastly extended the campaign’s reach. The music did more than entertain, it built an emotional bridge between the brand and consumers, making the experience memorable and shareable. In summary, Bose’s all-out bet on music and community paid off in billions of impressions, sky-high engagement, and a rejuvenated brand perception
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