The brief from Sonos was to drive awareness and purchase consideration for the new Sonos Play in the UK by highlighting its role within the Sonos home system and demonstrating how it delivers premium sound wherever it’s needed throughout the home.

We implemented a two-phase media strategy comprising an initial news announcement to raise awareness across national, consumer and tech media, followed by a dedicated product review program to secure top tier in depth reviews of the speaker and its features.

Alongside this, we developed a creator-led campaign designed to build awareness and drive consideration for Sonos Play. Through a combination of paid and organic influencer partnerships, we delivered engaging Instagram content that showcased the product in authentic and relatable ways. Creators Jack Callaghan and Reggie Yates were briefed to highlight how Sonos Play seamlessly integrates within the broader Sonos home audio ecosystem. Rather than focusing solely on technical features and functionality, the creative approach centred on emotionally driven storytelling, demonstrating how the product naturally enhances everyday moments and real-world listening experiences.

The campaign delivered earned media outcomes and culture-setting creative content which were amplified across Sonos global channels.