Our objective was to create an impactful and unexpected conversation around the launch of the first ever Sonos smart speaker by educating consumers about its unique ability to fill every room of your home with music and leverage creators with a unique foothold in the music space.
We enlisted nine talented and influential dancers across genres—from Dancing With The Stars to the American Ballet Theatre to the streets of Los Angeles—to bring the creative from Sonos' holiday campaign into real homes.
We asked each dancer to explore the rooms of their homes through dance while showcasing the Alexa-integrated, multi-room, Sonos smart speaker. In addition to sharing their final choreography with their audience, they also shared a look into their creation process.
In each final choreography video, dancers used a specific sequence to tag other dancers within the campaign, so the campaign video series could be easily accessed from beginning to end, no matter where you first tuned in.
In the end, #GrooveIsInTheHome garnered over 2 million engagements (likes, comments, and views) making it Sonos' most engaged influencer program of all time.
With an organic reach of 3.2 million, we created a natural conversation around the launch. With a 79% completion rate for Instagram stories, we kept audiences engaged from beginning to end. And, with a 99% positive sentiment on over 800 comments, the campaign proved to be a seamless fit between audiences, influencers, and the Sonos brand.