Apple is notorious for meaningful and effective ad campaigns. Apple’s campaigns seem to center around the ideas of being “different.” Whether their goal was to encourage people to go Mac to combat conformity (1984 ad) or encourage buyers to “think different” and buy Apple products, Apple has been successful at sending a strong message to their audience.
The first advertising campaign they ever dropped was in 1984; “Apple’s Macintosh Commercial.” This advertisement was a parallel to a novel named “1984” which discussed a dystopian future. The goal of the advertisement was to show a representation of control that Apple wanted to have in the computer industry over IBM. They wanted to show that Mac was a way to combat conformity. They continued their message to not conform and to be different with their campaign “Think Different,” in 1997. This campaign had a goal of encouraging users and potential users to “Think Different” by showcasing icons that spent their life independently thinking but in return changing the world. They wanted to also capture the “creative type” because they fit in the mac world opposed to the clunk business pc world.
Apple didn’t stop at these two advertising campaigns…they are currently running a social media advertising campaign on Instagram labeled as “#ShotoniPhone.” While this current campaign is limited to their Instagram, it is still impactful like their two well known campaigns. In today’s society, social media is a very effective way to reach certain audiences and get that audience to engage. That is why I feel it is worthy of mentioning “#ShotoniPhone” parallel to the “1984” and the “Think Different” campaigns.
Again, #ShotoniPhone is strictly a Instagram social media campaign. The overall goal of this campaign is to increase fan engagement, showcase the power of the iPhone camera, and to encourage users to be creative and different with their product. Apple has posted on their Instagram once a day since August of 2017, and has followed each post with #ShotoniPhone. Each post either is either a repost of a picture that someone took with their iPhone, or a picture that Apple took with the iPhone, which are usually followed with a description as to how to shoot a similar photo. The uniqueness of their photos comes from the fact that every picture posted was photographed with their product, the iPhone. Overall, their Instagram posts receive 250k – 300k likes. This is essentially a free way to advertise for them. I find it very interesting that Apple has found a way to have a strong social media presence on social media without shoving their product in your face. Their approach has proven to be very effective and simply just presents their product in a different way. The uniqueness in which this brand utilizes this platform is why the public metrics of this platform is more representative of how the brand is perceived and interacts in society.
With their 8.6 m followers and average of 300k likes, Apple is reaching a large audience, and getting high engagement virtually for free (not including the cost of the employee or company running their Instagram). This niche audience is perfect for Apple to send it’s legendary message (being different and creative) to, as they can say what they want to those who are interested. All in all, Apple has been the face of many successful ad campaigns, and their #ShotoniPhone campaign does not fall short of the others. It has not only gained Apple followers (because they are producing content people want to see) and likes, but it has got people involved with utilizing their product for creative ways. Instead of telling users or potential users what they can do with their new product, they are showing them first hand.