Sonos Play Launch
Role
Senior Copywriter
Overview
Sonos Play is a portable speaker designed to live at the center of your home sound system, with the ability to take the Sonos experience anywhere you go. Positioned between Roam 2 and Move 2 in the Sonos portable lineup, the launch spanned web, email, SMS, social, and retail channels globally.
I developed the hero tagline and led the PDP from content strategy through final copy. I also wrote the full-funnel CRM campaign (launch, upgrade, and onboarding emails) and led messaging for organic social assets, ensuring a cohesive voice across every launch touchpoint.
Hero Tagline
Sonos Play isn't just a portable speaker. It's a Sonos speaker that travels and returns to its home base, literally and conceptually. The tagline "Here. There. Home." tells this story in just three words. It captures the freedom to take Sonos Play anywhere, while anchoring the product back to the home.
The line is simple enough to land immediately and strategic enough to protect Sonos's positioning as a home sound system, even as the product pushes further into portability.
Website Framework
The biggest messaging challenge was positioning. The portable speaker market is crowded with products that lead on the same specs: waterproof, long battery life, and durability. Sonos Play has all of that, but that's not what makes it different. It's a home speaker that travels, not a Bluetooth speaker that happens to work indoors. That distinction shaped every copy decision on the page.
I partnered with a senior designer to build the PDP from content strategy through final copy. We introduced a new, mobile-first approach that reduced the number of content modules by roughly 40%, and condensed feature storytelling into horizontal carousels that let users explore without scrolling. This required tighter, more deliberate copy. Every headline and description had to earn its space.
General Announce
Engaged Prospects
I wrote the full email launch campaign, from announce to general availability to onboarding flows. Each email was segmented to specific audiences and the messaging needed to flex depending on the Sonos owner or prospective buyer.
Existing Portable Owners
Non Portable Owners
Social
I led messaging for launch assets on organic social channels, adapting the campaign voice into quick formats while anchoring the "Here. There. Home." concept into real-world contexts.
Retail
I scripted and storyboarded a 45-second product video for retail channels, including in-store displays at Best Buy. The video reinforces the home-first, portable-second narrative, with the closing scene mirroring the hero tagline.
Production partner: Frame48