Adam Levine x AONIC 50 Headphones

The Challenge: Launch Shure’s first-ever bluetooth wireless headphones to consumers who are likely unfamiliar with the brand.

I led this product launch from start to finish, working closely with our agency partner VaynerMedia on talent, creative concepting, production, and on-time delivery. I ran a very data-driven approach to select our talent. It was important that we leverage our legacy of artists using Shure products on stage and in the studio, to garner interest from music enthusiasts. Given our price point and market research, we knew our target market was going to skew a little older 25-45 and be predominantly male. That said, it was a goal of ours to engage a younger audience. We looked at Spotify streams, ticket sales, social media demographics, tour dates, and many other data sources to create a weighted scoring system to compare potential talent. We ended up identifying that Adam Levine checked the most boxes out of the options in our budget, and it just so happened that Maroon 5 had been a long-time endorser on the professional audio side of our business. Shure was thrilled to bring him on board to be the face of our campaign.