#ShotoniPhone

  • 4

#ShotoniPhone

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.


4 Comments

Margaret Caswell

Margaret Caswell

October 16, 2018at 10:10 am

I like this ad campaign that Apple is running because it goes beyond just brand awareness, but into consumer engagement. It’s so hard to actually engage with your consumers, while simultaneously showing them the features and benefits of your new product, but Apple has done a great job doing that with this particular campaign.

Alexa Chesser

Alexa Chesser

October 16, 2018at 10:56 am

Wow! It definitely is cool that Apple’s #shotoniphone campaign has aided them in establishing a strong social media presence with a plethora of engagement with its followers. It also serves as a great way to get consumers involved in the brand by incentivizing them to create their own #shotoniphone content. As you mentioned, this is a great way to showcase their product without constantly placing traditional ads telling consumers to purchase an iPhone. I will be certain to check out their Instagram soon!

Sophie Turcotte

Sophie Turcotte

October 16, 2018at 12:38 pm

Yes! I love the #ShotOniPhone campaign. I have an X and I am about to sell my Nikon because I feel like the quality is exactly the same now. I will also add that I have friends in Alaska currently filming a snowboarding documentary solely on an iPHONE X! How crazy that technology has come this far, and the moments our camera phones allow us to capture. Apple definitely cornered the market.

Morgan Allen

Morgan Allen

October 16, 2018at 12:59 pm

I think that this campaign is super effective and such a great idea. I was actually in an Apple store this weekend and while I was there they had a class going on teaching people how to take the best quality photos on their iPhone. That makes me think that their social campaign is going so much further than just on Instagram. They are taking this campaign and making it part of something more by teaching people how to take photos and build content for their campaign. By teaching people how to use their phones to take photos like the ones on their Instagram helps not only the campaign but also their brand. A great idea they have executed very well!

Leave a Reply

Join our Email List

Countdown to SPARKsouth

SPARKsouthSeptember 28, 2018
Happy Networking!
< 2019 >
February-July
  • No Events
Subscribe