We couldn't use just any owners. We needed subjects who shared the same values as Steinway’s artists and artisans: commitment to excellence, uncompromising standards, uncompromised expression and craft. With no budget for media, we needed owners whose audiences could help spread Steinway’s story. With no budget to pay talent, we needed owners who would participate out of their love for the brand. We launched with an intimate profile depicting the authentic and heart-felt connection between Maroon5’s Jesse Carmichael –surprising because of his pop pedigree, but also a deeply thoughtful artist, composer, and student of music – and his Steinway. Nothing was scripted. We shot in the music room of his home and let him talk, play, improvise, and hold forth about his Steinway, its role in his life, and his development as a musician. We rolled until he had to end the shoot, as his piano lesson was scheduled

With only a few hours at Jesse's LA home, we needed to be nimble.

But with such a rich story, we wanted to capture as much content as possible. As it turned out, our hardest challenge was editing it all down. With a :90 video, a full library of photography and a transcribed interview, we had a wealth of content to bring Jesse's story to life – just in time for Steinway's global brand re-launch.

The content was distributed through all of Steinway's owned channels. But our real scale came when, so enthused by the work, Jesse posted it to Maroon 5's 40 million adoring Facebook fans, and our next generation of Steinway lovers.

As of April 20, 2016, only two weeks after being posted, the video has generated 1,259 sessions and 1,600 pageviews – the best-performing piece of content the brand has ever posted in social media.

But the real results are yet to come, as we continue to build out our owner profile series and further dimensionalize the brand for the next generation of Steinway owners and prospects. Starting in May 2016, the video will be part of Steinway’s content mix as we test content syndication platforms to continue building reach and engagement with new prospects.