boAt wanted to reinforce its status as the definitive badge of Gen Z youth culture for the launch of its flagship Active Noise Cancellation (ANC) earbuds. Influencer Hive engineered the "Sound of the Streets" sound design challenge, inviting street artists, dancers, and skaters to compose original audio tracks using ambient city noise cancelled by the earbuds.
Tech & Consumer Electronics
boAt Lifestyle
1 min read
Sep 28, 2026
boAt Lifestyle: "Sound of the Streets" Gen Z Audio Explosion
Unleashing underground hip-hop artists, street dancers, and beatboxers to establish market leadership in noise-cancelling wireless audio.
Campaign Overview
boAt Lifestyle
Strategic multi-tier influencer campaign engineered and scaled by the Influencer Hive team.
Regional & Digital
Verified Results
18.5M
Total Reach
340%
Growth Lift
4.2x
Average ROAS
Phase 01
The Challenge
Competing against legacy multinational audio titans with massive TV budgets required a guerrilla, culturally authentic digital strategy that resonated deeply with urban youth who ignore traditional commercials.
Phase 02
The Strategy
We activated 110 regional underground musicians, rappers, parkour athletes, and college campus ambassadors who showcased the seamless transition between chaotic city traffic and pure audio bliss when activating ANC mode.
Phase 03
The Results
Exceptional Performance Numbers:
- 52,000+ User Generated Content (UGC) submissions using the branded sound
- 41.2M Total impressions across Instagram Reels & YouTube
- 3.8x ROI on overall digital media investment
- Ranked #1 Best-Selling True Wireless Earbuds on Amazon & Flipkart during festive sale
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