Bosch Social Media Campaign: Concept 1

Concept 1: Spark joy in your laundry room with Marie Kondo & Bosch Video Content Series

Bosch creates a short video series to be posted on Facebook, Instagram and YouTube channel. Bosch could also purchase advertising space on Facebook and Instagram where the videos would appear in the user’s feed and they auto start when you scroll by them. The second option is more “forceful” as opposed to hoping enough people pick up your content to make it go viral.

For the video series, Bosch partners with author and organization expert Marie Kondo. The campaign includes:

A short video series – 3 to 6 videos that are around 5 minutes
In the videos, Marie goes into real people’s small living spaces (lofts, condos, apartments) and provides the owners tips/hacks for organizing small laundry spaces. Things like how to store your bulky detergent, perhaps alternatives to those giant bottles like eco-friendly pellets etc. The video would emphasize the compact and modular design of Bosch Washer Dryer 800 series, demonstrating how it’s stackable, compact, can easily fit into small living spaces and is also quiet when running.
The campaign Includes a sweepstakes/contest to win a Bosch Washer Dryer 800 series washer/dryer set and have Marie Kondo visit your home for a consultation. The winner would be featured in the final episode of the video series.
Social media users can enter to win by filling out a short form on a microsite – a web page that includes the videos, promotional copy and the form to enter the contest
Hash tags that will be used with the videos:
- #SparkJoyWithBosch, #KondoComesOver, #TidyUpYourLife, #LaundryGoals

How to measure the results

There are a number of measurable values with this campaign:
- Number of video views and video shares
- Number of visits to the microsite, user session time on the microsite
- Number of people who enter the contest – since Bosch is also collecting email, we now have additional email marketing opportunities
- Collect number of purchase order amounts during the campaign run time and compare them to the purchase numbers from the same time last year or two years – determine how influential the campaign was on sales at the same time of year

Example Messaging:

We partnered with Marie Kondo to spark joy in your laundry room. Check out more episodes on our web site and enter for a chance to be featured in the final episode!
Check out these laundry room organization and tidying tips from Marie Kondo, perfect for small living spaces. Click here to enter to win a visit from Marie Kondo and to see more episodes from our exclusive video series!
Watch Marie Kondo tidy up this couple’s laundry room with simple changes that make a world of difference. Click here for a chance to win a visit from Marie Kondo and to see more episodes from our exclusive video series!

Bosch Social Media Campaign: Concept 2

Concept 2: Philanthropy Campaign

This concept leverages a philanthropic approach. Corporate responsibility is a hot topic right now and people actively seek out and support companies that give back to their communities.

This campaign focuses on Bosch sponsoring scientific research for clean energy at the Environmental Defense Fund. Marketing would need to work with Bosch’s financial and law departments to determine what an appropriate donation percentage would be but let’s say 10% of the proceeds from every washer/dryer set sold goes to supporting the Environmental Defense Fund. By donating a percentage on an individual product, the purchaser has the feeling that his or her decision has directly contributed to the cause.

For this concept:

Bosch creates a small video library of short commercial-like videos ranging from 15 seconds to 90 seconds (shorter versions are just cut down from the longer ones, like how commercials have multiple versions depending on spot length)
The videos would have a Planet Earth feel (the nature documentary series narrated by David Attenborough) and feature different shots around the world of animals, people, forests, oceans, natural wonders etc. And also feature scientist working in labs, futuristic technologies, have a visionary and aspirational feel

The shorter videos would be added to Facebook and Instagram while the longer ones would be added to YouTube and a microsite created by Bosch.
The microsite would contain information about Bosch initiatives on sustainability and how they’ll be carbon neutral by 2020. Then links to their most energy efficient products. There would also be a section with information explaining the Environmental Defense Fund and links to their site

Hashtags that will be used with the videos: #CleanEnergy #KiBoschClimateChange #InvestInScience

How to measure the results

Number of video views and video shares
Number of visits to the microsite, user session time on the microsite
Collect number of purchase order amounts during the campaign run time and compare them to the purchase numbers from the same time last year or two years – determine how influential the campaign was on sales at the same time of year
Could potentially measure the net promoter score before and after to see if the campaign had a positive, negative or neutral impact

Example messaging (each switching out the intro sentence and closing sentence):

At Bosch, we invest in clean and renewable energy. When you buy a Bosch 800 series washer/dryer set, Bosch will donate 10% of your total purchase to research for clean energy at the Environmental Defense Fund. This our planet, let’s care for it together. / We all call this place home, let’s care for it together.
At Bosch, we believe investing in clean and renewable energy is critical to our future. When you buy a Bosch 800 series washer/dryer set, Bosch will donate 10% of your total purchase to research for clean energy at the Environmental Defense Fund. Help us support scientific research for the future of our planet.
Bosch is taking steps towards clean and renewable energy by supporting the Environmental Defense Fund. When you buy a Bosch 800 series washer/dryer set, Bosch will donate 10% of your total purchase to research for clean and renewable energy. Help us support scientific research for a more sustainable future.

Upgrading to a Bosch Energy Star certified washer and dryer can make a significant impact on your household’s water and energy consumption. When you buy a Bosch 800 series washer/dryer set, Bosch will donate 10% of your total purchase to research for clean energy at the Environmental Defense Fund. Help us lead the way to a more sustainable future for our planet.