SONOS

Consumer electronics company Sonos saw a significant return on ad spend after creating a two-phased campaign that included video ads to drive brand awareness and dynamic ads to boost sales.

THE STORY
Pure, immersive sound

Sonos was established in 2002 with the aim of reinventing home audio for the digital age. Through innovative engineering and intuitive design, the Sonos Home Sound System seamlessly fills homes with clear, beautiful sound.

19X

return on ad spend

17-point

lift in ad recall

8-point

lift in brand preference

19 million

people reached

Using the full suite of Facebook and Instagram ad products and targeting capabilities, we were able to build a holistic platform plan that delivered tangible results.
SARITA BHATT, GLOBAL HEAD OF DIGITAL EXPERIENCE, SONOS
THE GOAL
Drive brand awareness and conversions

Sonos wanted to introduce its new home theater speaker, PLAYBASE, with a bang. The brand would then follow its PLAYBASE launch with a promotion featuring its home theater companion components, the PLAY:1 and SUB.

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THE SOLUTION
Amplifying a sound strategy

Sonos’ two-phase campaign ran on Instagram and Facebook in the US, Canada and Australia and was designed to help establish it as the go-to brand for innovative home audio products.

Awareness
During Phase 1 (April–May 2017) Sonos ran short video ads introducing its new home theater speaker, PLAYBASE. This phase was aimed at increasing product awareness and inspiring people to revisit their home audio solution.

The video ads, developed by creative agency Anomaly, used classic cinematic themes to drive home the message, “What’s on your TV is only as good as what your TV is on”: a reference to the product’s sound and sleek tabletop design.

The brand worked with Facebook Marketing Partner Sprinklr on the social media campaign, and also consulted with Facebook Creative Shop.

Sales
In Phase 2 (June 1–15, 2017), Sonos used dynamic ads and other ad formats to advertise a promotion for its PLAY:1 and SUB, which can combine with the new PLAYBASE to create a 5.1 home theater experience. By rolling these campaigns out sequentially, Sonos encouraged people to think about their full home sound system offering.

The brand used progressive targeting throughout the campaign: The Phase 1 ads were targeted to a mix of Sonos’ primary audiences, including movie lovers and music streamers, and excluding existing customers. Phase 2 ads were retargeted to people who viewed the Phase 1 video ads, as well as to lookalike audiences based on those video viewers and existing owners.

Using Sprinklr’s single, unified platform, the Sonos managed services team monitored targeting variations, managed approval pathways and adjusted advertising campaigns. The team also used first-party audience segmentation and reporting dashboards to adjust the optimization strategy in real time.

Measurement
Sonos conducted a Facebook brand lift study to measure the Phase 1 awareness campaign, and ran a Facebook conversion lift study to measure sales results from Phase 2. These results were based on data collected by the Facebook pixel on the Sonos website.

The results in all regions were outstanding: more than 19 million people were reached during both campaign phases, resulting in a 19X return on ad spend, a 17-point lift in ad recall and an 8-point lift in brand preference.

Facebook has become an integral part of our media mix in the US, Canada and Australia. With PLAYBASE, our goal was to enter and redefine the soundbase category. We were able to tap Facebook’s platform to not only drive mass reach, but to hit on our sales goals across all three markets.
JESSIE GRABER, AMPAC CAMPAIGN AND INTEGRATED MEDIA LEAD, SONOS