Shure | No Voice Left Behind
Business Goal(s): Awareness, Consideration, Brand Relevance
I served as Strategy Lead for the long-term creative
AOR relationship between Monks x Shure.
Shure has always had a stronghold on the stage audio and studio recording markets, but similar to its B2B vertical, the brand needed help connecting outside of its core with creators and podcasters. Unsurprisingly, Shure had a groundbreaking new product to seal the bond: MoveMic, the world’s first and most miniature Bluetooth-enabled, direct-to-phone lavalier microphone. My team at Monks was tasked with coming up with a provocative campaign to amplify the launch and create brand relevance, which included:
Identifying the insight that the deep emotional motivator of our creator audience is to stay at the frontlines of culture, which we met with a product promise of being ready at the moment, ready to take on any task, small or large.
Creative Development
Our positioning made a BIG PROMISE. We thought it was only right to challenge it. We also challenged the typical campaign format by highlighting the product and Shure’s engineering expertise by putting MoveMic to the ultimate test via an extreme product demonstration.
To ensure maximum impact and PR coverage, we identified a cause to put Shure MoveMic at the frontlines of culture – ready to be utilized for good, and at its highest order. Our research revealed that over 50% of the world's languages are endangered, with the majority expected to go extinct over the next century. For the product launch, we partnered Shure with Linguist Gregory DS Anderson, a National Geographic Society fellow, who they joined on a mission to document and safeguard the endangered Santali Munda language of India.
Partnership Management
I identified, engaged with, and helped manage the partnership between Shure and Dr. Anderson’s Linguistics organization, The Living Tongues Institute for Endangered Languages. An organization that tasked itself with building the world’s largest dictionary for endangered languages.
GTM Planning
We designed a multi-platform launch strategy that indexed heavily on social media to help build familiarity and recall with our key creator audience.
Beyond driving demand and adoption, the launch secured coverage from The Atlantic, Forbes, PR Newswire, Business Wire, and The Week.
Shure was so happy with the result that we released Part II of the campaign for the
next launch in the MoveMic lineup (designed to record ambient sound and music).