3/A.D1
Evaluate the business use of social media to interact with customers and promote products or services to a target audience.
3/A.M1
Assess the different ways in which a business can use social media to attract a target audience.
3/A.P1
Explain the different ways in which a business can u...
D1: Evaluate the business use of social media
to interact with customers and promote
products or services to a target audience.
Shot on iPhone Campaign
What is the Shot on Iphone campaign?
Apple's ad campaign, "Shot with iPhone," showcasing stunning, high-quality
videos created by everyday people with the iPhone. The man behind the
"ridiculously simple idea" Tor Myhren. One of the most important campaigns
for Apple is the "Shot on iPhone." It started in 2014 it's also become one of
Apple's most recognizable and important campaigns.
Shot on Iphone Target Customers
Iphones target customers are iphone users. It also comprises individuals who
are willing to pay extra for expensive apple products such as Iphone. A
common set of characteristics shared by the Iphone target customer segment
include appreciating design, quality and performance of Iphones products over
their prices.
Iphone users have increased over the years as you can see in the statistics.
Users are aware of Apple and are more engaged than ever.
How does Shot on Iphone communicate with their
customers?
The Shot On iPhone communicates with its customers through users posting
their photos on social media such as Instagram and TikTok. Through posting
their photos they will gain likes on their posts which will encourage users to
post more photos using hashtags which could expand their posts.
Users from around the world were asked to submit their own best photos
using the hashtag #ShotoniPhone. More than a trillion photos are reportedly
taken on an iPhone each year, making it the most popular camera globally.
Apple also uses social media channels to engage with its audience, provide
customer support, and showcase user-generated content.
, Apple's Instagram account
In 2017, Apple opened an Instagram account to take the platform more
seriously, having started making its own posts. The account is sharing photos
and videos taken on iPhones as part of its Shot on iPhone campaign.
The @Apple account is active on Instagram, primarily promoting the
#ShotOniPhone campaign. As you can see, Apple promotes the campaign by
putting the hashtags in their bio. Apple also prominently features the
Instagram account handles of the photographers and tags them in the caption,
giving them additional exposure and to directly communicate with their
customers.
However there are some risks and issues associated with Apple's social
media Instagram account. One of them is that negative comments on Apple's
social media sites can damage its reputation.
Build brand awareness
Apple makes use of user-generated content, transforming common iPhone
users into unofficial brand ambassadors. #ShotOniPhone has amassed more
than 26 million posts on Instagram alone, making it one of the most effective
user generated content initiatives to date.
This campaign also generated a strong awareness of the iPhone's quality
camera. The company and the users essentially became one. This sense of
community led to a brand retention rate of a staggering 90%.
Encouraged brand engagement
Apple selected a few shots on iPhone photos to display across media outlets
and over 10,000 billboards around the world. This increases brand
engagement as more people are likely to participate in the challenge as they
also feel that they can be featured in the billboard.
Images from 77 users in 25 countries and 73 cities were used during the initial
launch displayed on bus stops and train stations.
Successfully built a loyal community
By launching this campaign and focusing on user-generated content, Apple
created a community of users all working together. It wasn't just about taking a
picture, users were now part of the brand; when they saw their pictures or
videos posted, they felt like they were helping contribute to the company's
success and this encouraged them to continue posting their photos on social
media.
A loyal community will support Apple's campaign despite everything. They will
also be able to fund new ideas into the campaign such as iPhone users
creating a Tik Tok meme using the Shot on Iphone campaign.
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