Today, many brands are producing original brand content, much of it interesting and fun. However, rather than jump on the latest trend bandwagons, we believe content that ties intrinsically back to its brand will prove to be most effective. For all our brand content, our mission is authenticity—something people can believe is coming only from Bose. Even keeping to this self-imposed standard, “Dream + Reach” was a unique project for Bose. A bit of background: Our founder Dr. Amar Bose once told his classroom of MIT students, “Never lose your imagination. Always dream of things that are better and think about ways to reach those things.” This is what he stood for, and this is what we stand for. Why is this important? Because we believe customers align themselves with brands that stand for something—especially if it’s something they stand for, too. The project’s content was created for Web-only; there are no government sanctions or regulations that affected this work that we’re aware of. And it was translated into 10 or so different languages to connect with people around the world.

We created about 20 pieces of content to be scattered throughout social media platforms – including photos and videos on Instagram, photos and videos on Facebook, and messages with links on Twitter. We also posted a 60-second trailer along with the ten 3-minute videos on YouTube, with links to the full film. We linked to the film in the “About Bose” section of our website, Bose.com. We screened the film for the international press at an event in New York City to celebrate the company’s 50th anniversary. Finally, we screened the film for employees in all Bose facilities worldwide.

So far, the film has been quite successful. The website where it’s hosted has earned over 900,000 page views and an average of more than 3 minutes spent per visit. Also, nearly 60% of the viewers are in our target of 25-34 year olds – exactly the kind of potential customers we believe are hungry for a brand with a story. A brand they can believe in. The film has also unified and energized our employees, vendors, and other partners who now know the story behind the logo and behind all their efforts to make Bose a success.