Sonos Holiday Campaign 2025
Role
Senior Copywriter
Overview
The Sound Makes It Home campaign spanned three months of promotional and brand storytelling across every owned channel. As the lead copywriter, I wrote and managed all campaign copy from Early access through Christmas Rush, maintaining voice consistency across 200M+ messages delivered globally.
The campaign required adapting a single emotional idea — that sound brings people together during the holidays — into distinct executions across promotional, brand, and lifecycle contexts. Messaging had to shift from awareness to urgency to conversion, often within the same week, while maintaining a cohesive tone across regions with different discount structures and cultural moments.
Web
I wrote all homepage hero copy, promotional banners, navigation modules, and PLP banners across sonos.com. The homepage cycled through four distinct phases over the quarter, each tied to a different moment in the holiday season, including Black Friday and Cyber Monday. I developed unique headlines and supporting copy for every phase while maintaining tonal and visual consistency across the campaign.
Early Access
Black Friday
I owned the full email program for the quarter and wrote every subject line, preheader, headline, body block, and CTA for 50+ unique sends. Rather than sending the same creative to everyone, each message was tailored by customer value tier. The high LTV (life time value) announce email generated 3x higher revenue per message despite reaching 57% fewer recipients. A clear signal that sharper audience-level messaging pays off.
Cyber Monday
Christmas Rush
SMS / RCS / Push
App
RCS / SMS
I wrote all SMS messages and push notifications for the quarter, including the brand's first RCS message. The RCS execution was an interactive poll that let users select their product category preference ahead of Black Friday, then served them a personalized promotional announcement based on their response. Users who engaged with the personalized path converted at 6x the rate of the general audience.
Beyond promotional sends, I wrote and A/B tested in-app and push notifications that drove a 64% lift in one-day listener activation on Sonos Radio.
Push
Social
I wrote organic social copy across Sonos's owned channels throughout the quarter. Posts were timed to align with what was running across web, email, and SMS, reinforcing key product moments and promotional windows as they went live.
Results
$18.4M in CRM-attributed Q1 sales, +11% vs. forecast
CRM share of DTC revenue grew from 16% to 18%
BFCM revenue up 56% YoY ($6.4M)
200M+ messages delivered across the holiday campaign (email, SMS, RCS, app, push)
Early Access drove 38% more revenue YoY with 19% fewer sends
High LTV audience segmentation drove 3x revenue per message vs. general audience
Sonos Radio push notification drove 64% lift in listener activation