Case Study: Sonos achieves breakout pre-holiday launch success with Twitter First View and Promoted Trend

How Sonos used Twitter First View and Promoted Trend to break through the pre-holiday tech launch clutter

Sonos, the consumer audio company, launched the Sonos One smart speaker in October 2017 and faced a crowded pre-holiday tech launch season where larger competitors dominated attention. As a challenger brand, Sonos needed to drive awareness, consideration, and earned conversation for the new product against bigger media budgets.

Sonos partnered with Twitter, using First View to maximize launch-day reach and Promoted Trend to amplify conversation, supported by a 15‑second, product-first video and organic tweets. The campaign delivered a 58% higher view rate on First View, a 10% lift in positive brand sentiment, and 2.5× stronger purchase intent, helping Sonos One gain traction in a competitive market.

Sonos

Jessie Graber

Former AMPAC Campaign & Media Lead