The Power of Partnerships: Diversifying Audiences with Shure's Influencer Campaign
Shure is a leading manufacturer of audio products, having celebrated its 100th anniversary in 2025. It is widely acknowledged as the one of the world's leading manufacturers of microphones and audio electronics, renowned for the quality of its products.
Despite holding considerable reach and widely-respected products, Shure found its brand recognition relatively low, many leading podcasters, streamers and mainstream artists were using Shure mics but were lacking wider brand awareness.
As a result, Shure were seeking to increase visibility and brand awareness for their product line-up - including the SM7dB, MV6, SM4 microphones and MoveMics - by connecting with tech-savvy, content-driven audiences across major digital platforms.
Our Approach
Our mission was, and still is, to build Shure’s brand awareness through a mixture of high-reach creators as well as industry experts, combining both niche and mainstream audiences. Our work is also focused on expanding Shure’s reach as a microphone and peripherals solution for multiple audiences, including gamers, musicians, podcasters, tech enthusiasts, outdoor & travel creators and IRL creators.
The Work
This campaign for Shure was focused on building brand awareness, engagement, and community connection through a strategic multi-phase influencer marketing approach in the UK. Since Q4 23, we’ve been working with multiple creators on Shure products such as the high-tier home-recording SM7dB, SM7B, MV7i, to music mics such as the Nexadyne and SM4 and on-the-go options like the MoveMic original and MoveMic88+.
One of the partnerships formed was with Sidemen member Miniminter, who was building a new streaming setup in his kitchen. As part of this campaign, we provided all the required microphones and hardware, which featured within his setup video which garnered 788,000 views.
By fostering long-term partnerships with creators, we consistently generate high-quality, highly-engaged content. Our strategy is also expanding to include entry-level microphone users, providing audio solutions for audiences looking to broaden their tech adoption.
The Challenge
The campaign faced two primary challenges: overcoming brand loyalty to competitors among key influencers, and managing product tiering. We addressed the first by identifying opportunities to successfully switch creators to Shure. To overcome the second - where high-tier creators were reluctant to accept entry-level products, we implemented strategic gifting/seeding with micro-influencers and conducted large creator giveaways to ensure product promotion.
The Results
The ongoing campaign has consistently delivered strong performance across key metrics, highlighting both reach and engagement:
3 million views across YouTube, Instagram, TikTok, and Twitch
654,238 impressions, demonstrating broad visibility and audience exposure
26,729 total engagements, with an impressive average engagement rate of 3.6%
$671,653.96 Earned Media Value (EMV), reflecting the strong value generated through influencer content
These results reflect the campaign’s success in establishing Shure’s relevance and long-term brand credibility among creator-focused audiences in the audio tech space. Following this achievement in the UK, we are pleased to confirm the expansion of our partnership with Shure to cover the US market, with initial planning currently underway.
