Evaluation

The campaign strategy helped Apple create brand exposure without spending expenses on marketing because users provide the content for the brand. Because Apple's campaign promotes user-generated content, the brand has earned trust from consumers because common people like seeing genuine works, not just renowned people's contents, featured by big brands. The hashtag can also help creators get exposure because other brands can simply visit the hashtag and reach out to users who create content that other brand are interested in. Apple's campaign has even led to professional works being shot through their devices. For example, Sophie Muller completely filmed Selena Gomez's music video for "Lose You to Love Me" with an iPhone. A filmmaker also used an iPhone to shoot a documentary called "Daughter" for Russia's Hermitage Museum. The successful campaign helps with Apple's high customer retention rate, which is 90% according to Statista. Through this successful campaign, Apple showed the capabilities of their products, built a community that helps with marketing and content curation, and established their brand as trustworthy and authentic.

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Takeaway

When done correctly, taking advantage of user-generated content and consumer engagement can result in an effective campaign. Apple's choice to utilize user-generated content impacted many aspects of their social media marketing strategy. The brand received exposure without the cost of investing in other marketing strategies such as paying influencers and/or celebrities for promotions. The campaign allowed for increase in engagement between Apple and its customers and supporters. The involvement of customers in this campaign helped Apple earn the support of their consumers, resulting in revenue increase, customer retention, and even the ability to shape the landscape of storytelling through media.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Billboard featuring a Shot on iPhone ad (Source: dailybillboardblog.com)