So basically this is about Apple and its ShotOniPhone campaign. The “Shot on iPhone” campaign was launched in 2015 as part of Apple’s strategy to promote the iPhone 6s, which featured a new 12-megapixel camera.
The target audience for the campaign was millennials who are passionate about photography and frequently use social media to share their experiences and creations.
Content Strategy
Social Media Contest
Apple created a dedicated microsite where users could submit their best photos taken with an iPhone. Participants were asked to tag their posts with #ShotOniPhone and #contest, and a selection of the best images would win prizes such as featuring in a future ad or receiving a free iPhone.
Influencer Marketing
Apple partnered with popular photographers and influencers on Instagram to create stunning visual content shot entirely on iPhones. These influencers shared their photos and videos on their accounts, giving their followers a glimpse into the quality of the iPhone’s camera.
Print Advertising
Apple placed print ads in major newspapers and magazines, showcasing beautiful images captured on the iPhone 6s. The ads featured minimal copy and let the images speak for themselves, emphasizing the quality of the camera.
TV Commercial
A television commercial was produced, featuring a montage of breathtaking shots taken by everyday iPhone users, set to a powerful narration about capturing life’s moments. The ad ended with the tagline “Shot on iPhone 6s.”
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In-Store Displays
Apple retail stores displayed large prints of the winning photos from the social media contest, creating an immersive experience for customers and further demonstrating the camera’s capabilities.
Overall, the “Shot on iPhone” campaign was a resounding success for Apple, driving business results while also building brand awareness and affinity.
The campaign’s impact can be seen in the following key metrics:
- Sales: The campaign contributed to increased sales of the iPhone 6s, with Apple reporting a record number of sales during the quarter the campaign was launched.
- Brand Awareness: The campaign helped to reinforce Apple’s position as a leader in the tech industry, with the brand becoming synonymous with high-quality cameras and innovative technology.
- Customer Engagement: The campaign’s social media component resulted in millions of interactions and user-generated content, fostering a sense of community and customer loyalty around the brand.
- Marketing Effectiveness: The campaign won several awards, including a Cannes Lion Grand Prix for Outdoor, a D&AD Pencil for Digital Advertising, and a CLIO Award for Integrated Campaign.
In conclusion, the “Shot on iPhone” campaign was a groundbreaking initiative that successfully combined user-generated content, influencer partnerships, and traditional advertising to showcase the iPhone 6s’ camera capabilities and reinforce Apple’s brand values.
