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.
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.
return on ad spend
lift in ad recall
lift in brand preference
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.
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.
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.
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.
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.