Drum Mastery 2019 - The Shure Drum Contest

The challenge of attracting a very special target group

The Drum Mastery Contest 2019 aimed to give semi-professional drummers a stage where they could prove their skills, show their passion and receive the recognition they deserve. The challenge was not only to exceed the number of participants from the previous year, but also to specifically find and address the online drummer community with the drum mastery message: “Pick up your lucky drumsticks now and send us your fantastic video!“ A standard campaign setup with standard targeting wouldn't have done justice to this very individual and exceptional target group, so we decided to do things a bit differently — and we scored!

The goals

• Strengthening Shure's position within the drummer community
• Encourage interaction with the Shure brand
• Inspire people to buy Shure products
• Make people understand the importance of good drum acceptance
• Find as many uses for Drum Mastery as possible

The approach

• Emotional storytelling as a cross-channel campaign
• Announcing the competition to relevant target groups via a touchpoint campaign
• Set up custom OWA Pro Conversion & Lead Tracking to track every step of the application process
• 11 focus countries (UK/US/CN/JP/DE/MX/RU/IT/AU/FR/ES)

The storytelling approach in brief - by touchpoints (TP)

Placing the right pixels in the right places and choosing the right target groups was crucial.

The results

• Over 26 million impressions
• More than 150K interactions
• 1275 registrations for Drum Mastery 2019

With the advanced cross-channel campaign setup, we not only inspired the drummer community to perform better, but also achieved:

• 45% registrations
• 2x more traffic
• 3x more CTR