Shure MV6
× Beta Ads
One creator, detoo, carried the MV6 launch with Benum, Shure's Nordic distributor: 761 hours of on-screen presence, 2,378 verified clicks and a 9.12% best-day CTR.
Shure MV6 × Beta Ads
MV6 microphone overlay shown live in-stream
detoo · TwitchFrame from the campaign: detoo unboxing the MV6 on stream with the overlay running. The audience saw the product live, in the hands of the creator they tuned in for.
Reach creators who actually care about audio quality
Shure's MV6 is a premium streaming microphone - the kind of product that benefits more from one demonstrated endorsement than from a million broad impressions. The target wasn't casual viewers; it was creators and aspiring creators who invest in gear and spread gospel to their audiences.
Rather than spread paid media thin across 30+ streamers, Shure and its Nordic distributor Benum put the whole campaign on one creator, detoo, whose audience already valued production quality. Depth over breadth, a different media-mix approach for a hardware launch.
One creator, deep exposure, 2,377 verified clicks
The overlay ran across 11 different live categories (Just Chatting, FIFA 23, GTA V, COD, Slots): wherever detoo streamed, the overlay was present. His audience drove the verified clicks, averaging 272 concurrent viewers throughout the run.
68% of screen time happened inside Just Chatting - exactly when streamers were talking directly to audiences, often about their setups. The overlay became a conversation starter rather than an interruption.
Depth beats breadth - 48K unique creators & creator-curious reached
detoo's audience is a sweet spot for Shure - Gen Z / Millennial men on desktop, in front of their own streaming rig, in the market for a better mic.
The peak day hit 9.12% CTR
At campaign peak (July 26), verified CTR hit 9.12%. The sustained 1.31% verified / 2.16% unique-viewer CTR across 761 hours of on-stream exposure demonstrates that a concentrated creator approach can outperform broad reach for consideration-stage products.
48,617 unique viewers encountered the MV6 in the context of someone they already trusted - driving the kind of product awareness that's very hard to buy through traditional display or pre-roll.