Apple's Compelling Mother's Day Campaign is Shot on iPhones
Jana Pijak — July 22, 2016 — Marketing
References: mommy-squared & youtube
This compelling Mother's Day ad by Apple is shot on iPhones and features candid images and videos of moms across America. Targeting a Millennial audience of digital natives, this commercial enlists the help of real iPhone users as well as web influencers.
The final product is a candid and authentic compilation that captures moms of different ages, ethnicities and sexual orientations -- LGBT mommy bloggers Melanie and Vanessa of Mommy Squared are featured in the tv spot while hanging with son Jax and daughter Ero Kix.
By enlisting the help of its consumers -- real moms who preserve memories digitally -- Apple successfully appeals to its target demographic with a sentimental campaign that is shot on iPhones, arguably it best-selling products.
The final product is a candid and authentic compilation that captures moms of different ages, ethnicities and sexual orientations -- LGBT mommy bloggers Melanie and Vanessa of Mommy Squared are featured in the tv spot while hanging with son Jax and daughter Ero Kix.
By enlisting the help of its consumers -- real moms who preserve memories digitally -- Apple successfully appeals to its target demographic with a sentimental campaign that is shot on iPhones, arguably it best-selling products.
Trend Themes
1. Consumer-generated Ads - Apple's Mother's Day campaign enlisted the help of real iPhone users, providing an opportunity for other brands to collaborate with their actual customer base for advertising content creation.
2. Authentic Advertising - Apple's decision to use candid images and videos of real moms provides an opportunity for other brands to embrace more truthful advertising practices to appeal to younger audiences.
3. Inclusive Advertising - Apple's choice to feature moms of different ages, backgrounds, and orientations in its campaign provides an opportunity for other brands to appeal to diverse markets through their advertising.
Industry Implications
1. Consumer Technology - As Apple shot its campaign on iPhones, other tech companies can use its products to create compelling advertisements that appeal to digitally-native audiences.
2. Marketing and Advertising - The success of Apple's Mother's Day ad campaign provides an opportunity for marketing and advertising agencies to embrace more authentic and inclusive content creation practices.
3. Retail - Retail companies can leverage the success of Apple's Mother's Day ad campaign by enlisting the help of their actual customers, similar to how Apple did, to generate compelling advertising content.
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