How Raka Helped Bose Launch a New Product, Expand Awareness, and Drive Breakthrough Digital Results

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Background

Bose is a globally recognized leader in premium audio technology. When the company developed a new product—the Bose Ride System, a technology-enhanced seating solution for long-haul truck drivers—the challenge wasn’t product quality but reaching the right audience. This was a new market outside Bose’s traditional customer base, requiring a tailored approach to awareness and demand generation.

Bose partnered with Raka to build the digital infrastructure, strategy, and execution that could drive website traffic, generate sales-qualified leads, and ultimately support the product’s market success and acquisition attractiveness.

The challenge

Even with a highly innovative product, Bose faced key obstacles:

  • New audience targeting: Bose Ride needed attention from truck drivers, fleet managers, and OEM decision-makers rather than traditional consumer audio buyers.
  • Brand misalignment: The product represented a departure from Bose’s core audio identity, making messaging and positioning critical.
  • Lead generation: Bose needed qualified inbound interest that could convert to deeper sales conversation and pipeline.
  • Awareness building: Because awareness of Bose Ride was minimal, search visibility, website engagement, and social presence all needed substantial lifting.

The solution

Raka helped Bose implement a comprehensive inbound marketing foundation combined with targeted digital campaigns:

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Strategic audience definition & messaging

Raka collaborated with Bose to clearly define key buyer personas—including drivers, fleet decision-makers, and engineers—and built messaging that addressed their unique challenges and questions about Bose Ride.
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HubSpot-powered website & content

Raka designed and developed a stand-alone Bose Ride website on HubSpot CMS to support inbound efforts with SEO-optimized content tailored to each persona.
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Marketing automation implementation

Using HubSpot Marketing Hub Pro, Raka configured lead nurturing workflows, smart lists, automated email sequences, and internal notification systems that helped Bose scale engagement and sales follow-up.
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Paid search & social campaigns

Raka launched targeted advertising campaigns across search and social channels to amplify Bose Ride content, attract high-intent prospects, and reinforce awareness among niche audiences.

The results

Here are the standout year-over-year performance gains after working with Raka:

56%

Increase in total leads generated from the website.

217%

Growth in organic web traffic, improving Bose Ride’s search visibility.

49%

Growth in visits from organic, non-branded keywords, demonstrating stronger inbound reach.

1,216%

Surge in landing page submissions, showing major improvement in conversion performance.

374%

Increase in referral and social-driven traffic, expanding awareness and engagement.

These results exceeded expectations, helping Bose raise the product’s profile, improve market perception, and build pipeline momentum for the new business line.

Key takeaways

  • Audience-first strategy matters: Defining and messaging to the right personas unlocked growth in awareness and conversions.
  • Infrastructure enables scale: A purpose-built HubSpot website and automated workflows empowered Bose to nurture leads more effectively.
  • Content plus paid amplification drives awareness: SEO, content, and targeted campaigns together lifted both search visibility and social reach.

Raka was fantastic in collaborating with my enterprise IT department to help the development of a brand new website using the HubSpot platform. Beyond the initial website build, they have and continue to provide a high degree of consultative expertise and collaborative support on all things around inbound marketing, including persona development, content writing, SEO, email campaigns, and social media management. If you want an agency who is there for you and highly skilled in HubSpot inbound marketing, I would recommend Raka—they are a delight to work with!

Victoria Vavrinec

Marketing Manager for Bose Ride