Our key target markets were France, Germany and the UK. While branded content operates within strict rules on TV, our distribution would be digital.

Nevertheless we still had to adapt. Our core target consumes hours of digital content, personalised choice of video but also images, graphics and words that is dictated by their newsfeed.

Bose’s content had to be good enough to earn its place in this personalised, often mobile-controlled source of news.

With consumers typically checking their phones more than 150 times a day, usually to keep up to date with the news from their networks, we couldn’t simply create a one amazing piece of content.

Our message needed to be inspiring but it also needed to be frequent with elements that would act to draw our target into our flagship films.

Central to understanding our consumers behaviour was the need to include paid distribution in our mix, making sure that our brilliant content and insights made it into their streams.

Only then could they opt in to find our more about what Bose had to say to them.

To get millennials' attention we created engaging, authentic, documentary-style content, using the listening data to shape two key properties, developed by Vice into compelling films distributed via Facebook:

1. ‘Scene Unseen’ looked at unexpected music scenes; from the burgeoning dancehall scene in Japan to India’s underground electro movement.

2. ‘Behind The Sound’ featured intimate interviews with artists such as The Hives.

We also turned the Spotify data into interesting infographics appealing to music lovers. This short-form content delivered more frequent stories through Facebook and Tumblr.

We closed the loop to purchase with direct response copy leading to the product page.

We gave a dad brand a youthful voice, shifted its perception whilst ensuring its new headphones benefitted in store.

The #listenforyourself videos have so far been seen more than 25 million times across all platforms and continue to be watched, transforming Bose’s brand image in this critical market.

We created brand new partnerships, uncovered fresh data and made the most of every morsel of content we got out of it.

The impact on sales was as dramatic as our films.