With the viral success of Apple’s ad for its newest product line, what can brands learn to boost the effectiveness of their celebrity marketing campaigns?
In June of 2017, Apple announced their intention to enter the wireless speaker/AI assistant market with their new HomePod line. It marked a significant new step away from the brand’s identity of traditional hardware, but an acknowledgment of the changing pace of the device marketplace.
However, consumers were already well aware that Apple was lagging behind Amazon and Google in this tech sector, so how did Apple’s marketing strategy combat this?
For nearly two decades, Apple’s brand identity has been centered on music. After all, they invented iTunes which dominated the early digital music market and made the iPod a global phenomenon.
They have stressed that the HomePod will be a “music-first” device and followed up that brand message with an ad/short film directed by Spike Jonze and featuring FKA Twigs that quickly gained viral status.
Here’s what this viral spot tells us about celebrity marketing:
1). Incorporating Celebrities’ Talents Can Elevate a Brand’s Message
Any consumer who watched this short film will immediately remember the old iPod campaigns with silhouette dancers and vibrant color pallets, which we must assume was the intention.
Clearly Apple wanted to continue but modernize their core message. For this they used an Oscar winning director, Spike Jonze and a world-renowned dancer/musician, FKA Twigs.
Many outlets praised the ad simply for the credentials of those involved, which gave consumers an early perception of quality of the spot and the brand.
Celebrities in their natural environments not only produce better quality marketing tools, but it streamlines the planning process by encouraging innovation from the artists.
2). Implementing Cause and Artistic License is a Sure-Fire Way to Success
While maintaining the brand message, creative license was taken to incorporate concepts of dealing with depression. During the film, Twigs uses the music that Apple can provide to overcome her feelings of repetition and despare from her career.
It is important for marketers not to take this element to far however. There is often a fine line between partnering or discussing a cause and taking advantage of it to sell products. Consumers are attentive and do not enjoy faux-cause marketing strategies.
Regardless, there is little doubt that the creative element of the ad has led to its viral success. The colorful set has also driven extra content about the ad on social media. The best ads rarely need pinpoint cooperation to show their value. Seeing the passion of everyone involved to discuss their product proves that the correct creative priorities can reinforce a brand’s message.
3). The Ad Directing Trend is Here to Stay
Add this spot to the growing list of short films that have been produced by Hollywood regulars for various brands. Walmart enlisted the talents of Dee Rees (Mudbound), Melissa McCarthy and Nancy Meyers for an Oscars campaign. Apple is no stranger to using this method having first done a similar project with Ridley Scott in 1984 when launching the Macintosh computer.
This method will only continue to prove its power of innovation in the advertising industry. Brands with short films have received very positive responses and it is a great way to partner with celebrity influencers to make use of their talents.
photo credit: VladJanuary via (flickr)