Case Study: Sonos achieves 19X return on ad spend, boosts ad recall and brand preference with Facebook

Increasing sound system awareness and sales with Facebook video ads

Sonos, the maker of whole‑home sound systems, set out to launch its new PLAYBASE home‑theatre speaker and then promote companion products (PLAY:1 and SUB) to drive sales. The challenge was to create high-impact awareness for the PLAYBASE and then convert that interest into purchases across the US, Canada and Australia.

Sonos ran a two‑phase Facebook and Instagram campaign: Phase 1 used short cinematic video ads to build awareness, and Phase 2 used dynamic and link ads with progressive targeting and retargeting (managed via Sprinklr and creative work by Anomaly) to drive conversions. Measured with Facebook brand and conversion lift studies, the campaign reached 19 million people and delivered a 19x return on ad spend during the promotion, plus a 17‑point lift in ad recall and an 8‑point lift in brand preference.

Sonos

Donna Queza

Global Paid Social Media Lead