The principal goals were Raise brand awareness for Shure and open up new target groups thought the key message: “Shure is your permanently available audio ex-pert, equipment supplier and very personal partner”.
Also, the agency wanted to create brand ambassadors in audio affine new channels like Twitch or TikTok. So they decided not simply to book ads (“Influencer Marketing”), but to im-plement PR mechanisms for real “Influencer Relations”: they built up long term personal relations with individualized gifts or mic samples and emo-tional interaction within the streams. Now, Shure is well-known in the German influencer network and has gained a love brand image among a big variety of diverse influencers.
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