Case study · Apple Digital Advertising
A creative campaign to raise awareness of Apple One across YouTube, TikTok, and Snapchat.
A strategy and pitch for Apple’s International Digital Advertising team, built on market research and channel analysis.
Overview
From a pool of 6,000 applicants, I was one of 10 invited to an assessment day with Apple’s International Digital Advertising team, where I presented a strategy. The brief was a creative campaign to elevate awareness of Apple One. Google Trends showed less than half the UK searches for Apple One compared with competitors like Google One.
I analyzed the sample channel data Apple provided to find where ads performed most efficiently, then proposed a campaign: a 30-second YouTube ad covering every Apple One feature, TikTok videos showing how it connects Fitness+ and Apple Music, and a short vertical Snapchat ad for Apple Arcade, animated in Procreate.
Market Research
Data from Google Trends show less than half the number of searches for ’Apple One’ in the UK in comparison to competitors, such as ‘Google One’. This is likely due to a lack of awareness regarding the subscription service.
Primary Goal: widen the digital marketing funnel to spread awareness of Apple One.
Graph A: Number of weekly searches for Apple One versus Google One in the UK over the past 12 months
Target Audience for Apple Services
Demographics for Different Platforms
Data Analysis
Apple provided me with dummy data from different vendors to analyze – using this data to inform my marketing strategy.
Graph B illustrates that Display Vendor B in addition to social advertising through Snapchat, TikTok, and YouTube have low a CPM; low cost with an expansive outreach. Furthermore, these vendors demonstrate efficacious engagement through a high volume of clicks, as shown in Graph C.
Graph B: Cost per 1000 impressions (CPM) across vendors for each week of the campaign.
Graph C: Total clicks per campaign across vendors
Therefore, it is essential to include Display Vendor B, Snapchat, TikTok, and YouTube in the next campaign to achieve our primary objective of spreading awareness. However, Display Vendor A and Twitter seem to exhibit a disproportionate performance.
Google search had the highest CTR, suggesting that the advertisements were relevant and engaging, as highlighted in Graph D.
Graph D: Click-through rate across vendors
Graph E and F show that SEM and Social advertisements (exclusive of Twitter) generated a high-volume of conversions, while maintaining a low cost per conversion.
Graph E: Average number of conversions across channels
Graph F: Total cost of conversions across channels in USD across channels
Proposal
YouTube – TrueView In-Stream Ad: 30 second fast-paced compilation illustrating all aspects of Apple One.
TikTok: Short, captivating videos demonstrating how Apple One integrates Apple Fitness+ and Apple Music.
Snapchat: 3-10 second vertical advertisement focusing on Apple Arcade. (Animation created on Procreate)
Marketing Funnel
Overview
To effectively raise awareness of Apple One, we will implement a dynamic and multifaceted strategy that leverages the high engagement levels across platforms like YouTube, TikTok, Snapchat, Display Vendor B, and Google Search. This approach not only taps into the vast, diverse audiences on these channels but also ensures that our messaging reaches users where they are most active and receptive. Furthermore, the upcoming campaign will build on the learnings from previous efforts, refining our targeting by eliminating underperforming vendors, such as Twitter and Display Vendor A, to maximize efficiency and impact. This refined approach will enable us to drive more meaningful interactions and achieve a higher return on investment.