Bose

SoundLink Plus “Butter Kit”

Influencer Seeding Campaign

Overview

To support the launch of the Bose SoundLink Plus in its limited-edition Citrus Yellow colorway, Bose partnered with CNC Agency to develop a premium influencer seeding kit that could cut through the clutter of traditional tech mailers. Inspired by the rising “butter yellow” trend, the concept turned the speaker into a literal stick of butter—making the packaging itself the story.

The Idea

Buttermania transformed a seasonal colorway into a playful, ownable moment. The unexpected butter-inspired packaging helped the kit stand out from the hundreds of influencer mailers recipients see each month, encouraging organic, authentic content creation.

Execution

Seventy-five curated kits were produced and shipped to targeted influencers. The packaging was designed to feel collectible rather than retail, with custom materials and refined yellow tones tested to achieve the look and feel of butter parchment while maintaining Bose’s premium quality standards.

Results

The campaign cut cleanly through influencer fatigue and delivered standout organic impact:

• 7M+ impressions

• 280K+ likes

• 1.3K+ comments

• $212K in earned media value

• Top individual posts reaching 2.7M impressions

My Role

• Partnered with the Creative Director on concept development and strategic approach based on the client brief

• Led execution planning, sampling, and material testing to bring the Butter Kit concept to life

• Managed production coordination, vendor alignment, and influencer kit fulfillment

• Served as day-to-day client lead, ensuring brand standards and quality requirements were met