The challenge: Introduce the newest generation of noise-cancelling headphones from Bose.
The solution: I interviewed Bose engineers, product managers and the company historian to develop copy that explained why these were the best headphones Bose ever made. Instead of the company’s traditional focus on features, I emphasized the benefits of comfort, performance and durability. Within the first month, Bose sold thousands of QC25 headphones, and became one of the most successful product launches in company history.
To keep millions of customers engaged with Bose, I wrote over 150 Facebook and Instagram posts and Twitter tweets for the fourth quarter of the year. They ranged from product launches to trivia quizzes to sports and entertainment.
Bose wanted to target a younger audience with two new products. To create intrigue and excitement, this email was sent the day before launch. The next day, Bose sold more than 1,000 QC20 in-ear headphones and SoundLink Mini speakers.
Bose was late to the wireless headphones category, and launched a product that retrofitted an audio headphone with a dongle. It was a clumsy effort that didn’t excite consumers.
Starting from scratch, Bose engineers developed a fully integrated wireless headphone that was lightweight, elegant, sounded great and didn’t look like anything else on the market. I conveyed all that information for the launch, and SoundLink headphones quickly became one of the company’s most successful new products.
Bose needed to reach a new generation of consumers who didn’t need or want traditional audio products. Working closely with product engineers, I developed copy that explained how this tiny wireless speaker could deliver great sound anywhere you go.
Bold, colorful, distinctive. Not words younger consumers associated with Bose at the time. That began to change with products like FreeStyle earbuds that delivered outstanding sound with exciting designs and styles.
Did you hear the one about the NYC copywriter who walked into an open mic, then did stand-up for 3 years?
