How Sonos Reinvented digital campaigns with Payload and Next.js

Working with .NFQ | Digital Creatives, Sonos Europe built a dynamic, GDPR-compliant campaign hub powered by Payload and Next.js, while enabling fast, flexible content updates.

75%

Time savings when switching to new campaigns, thanks to streamlined content editing through Payload.

25%

Cost reduction compared to other CMS systems, thanks to Payload's simple configuration and extensive out-of-the-box features.

Improved DX

Payload’s code-first approach and dev-friendly tools made it easy and enjoyable to work with, boosting productivity and satisfaction.

Payload’s thoughtful design and flexibility have made development smoother, collaboration easier, and customization a breeze. It’s a tool that truly empowers developers rather than constraining them.

Christoph Kruppe, .NFQ | Digital Creatives, Sonos Europe agency

When you’re Sonos, every detail of your brand needs to be expertly tuned—this includes digital campaigns.

For their online advertising efforts across Germany, Sonos Europe needed more than an off-the-shelf SaaS—they required a platform that could handle frequent updates, manage a dynamic store finder, and a GDPR-compliant metrics dashboard—all integrated with Next.js and React.

Partnering with .NFQ | Digital Creatives, an innovative, full-service digital agency, Sonos used Payload to power their campaigns.

Combining developer-friendly tools with the power of Next.js, the result was a dynamic platform that would evolve with their needs.

The Challenge

Sonos Europe required a Next.js and React-first landing page for Sonos' digital campaigns to drive customers to partner stores.

It would need to give ultimate developer flexibility, without skimping on a modern editing experience for their German marketing team.

Keeping up with changes

The CMS would need to be able to handle frequent updates, ensuring Sonos could quickly adapt to campaign needs.

Leverage existing stack

With Next.js and React already in use, .NFQ required a CMS that could integrate natively, reducing friction and enabling component reuse.

GDPR compliance and metrics dashboard

To meet strict privacy standards, the solution had to support cookie-less tracking while allowing for full control over user data.

Sonos needed a dynamic store finder

The finder feature needed to be powered by a manageable and flexible system to keep retail information accurate and up to date.

Sonos leverages Payload's live preview to modify frontend modules.

The Solution

Payload provided .NFQ | Digital Creatives and Sonos Europe with a comprehensive foundation for their campaign platform, with features such as authentication, API integration, live preview, and drafts.

Delivering essential features right out of the box enabled their team to focus on what mattered most.

Payload as a true Next.js CMS

Sonos was able to reuse existing components from their landing pages, reducing dev time and ensuring a consistent experience across its ecosystem.

Simplifying content updates

Payload’s admin panel provided an intuitive interface to manage content, meaning marketers could easily update campaigns without requiring technical expertise.

Privacy-first tracking

The agency leveraged Collections, MongoDB and the Payload admin panel to deliver a custom metrics dashboard that ensured a cookieless system that was GDPR-compliant.

CUSTOM SHOWCASE

A flexible store finder solution

On the frontend, .NFQ | Digital Creatives ensured the store finder was as intuitive as it was functional.

Users could easily locate German Sonos retailers through a clean and user-friendly interface, while the Payload-powered admin panel allowed Sonos to manage store data seamlessly.

This combination of functionality and ease of use provided a reliable tool that met both Sonos’ internal and customer-facing needs.

The store finder feature was built using Payload’s collections, and designed to handle data efficiently and flexibly.

Using a custom query system, users could search for nearby German retailers based on their coordinates, with results dynamically calculating and formatting distances for accuracy.

1static async getNearbyStores(long: number, lat: number) {
  const formatter = new Intl.NumberFormat("de', {
      maximumFractionDigits: 1, 
      minimumFractionDigits: 1
  });
  const payload = await getPayload({config});
  const stores = await payload.find({
      collection: 'stores',
      depth: 2,
      limit: 8,
      sort: '-distance',
      where: {'address.coordinates': {near: ‘${long}, ${lat}, 50000, 0'}}
  });
14
  stores. docs = stores.docs.map(store → {
      const distance = StoreFinderService.getDistance(
          lat,
          long,
          store.address.coordinates[1], 
          store.address.coordinates[0]
      );
22
      return {
          ... store,
          distance: formatter.format(distance)
      };
  ｝）：
28
  await TrackingService.trackStoreFinder(
      'Location', 
      stores.docs[0].id,
      stores.docs.length
  );
34
  return stores as PaginatedDocs<Store & {distance: string}>;
36}
                        

Finally, the .NFQ | Digital Creatives team implemented cookieless through custom events, permitting their client to gather valuable insights on store finder usage, supporting campaign optimization.

Sonos Store Finder

A reimagination of digital campaigns

Behind the power of Payload and the expertise of .NFQ | Digital Creatives team, Sonos Europe was equipped with a digital solution to create campaigns that move the needle—with the tracking and flexibility to adjust as needed.

By aligning with their Next.js tech stack, Payload minimized development time and enabled component reuse, creating a consistent and efficient workflow for everyone.

Marketers gained the ability to manage virtually every piece of content—including the store finder—on their own, giving Sonos full control over retail data without unnecessary complexity.

Meanwhile, the privacy-compliant tracking system provided peace of mind.

With Payload at the core of their campaigns, Sonos now has a platform that matches their brand’s high standards both now and into the future.

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