Apple iPhone 14 Mini-Campaign

1. Purpose

The purpose of this campaign is to promote Apple’s newest product the iPhone 14/iPhone 14 Max and iPhone Pro/Pro Max. The campaign will begin directly after we announce the iPhone at our convention and span roughly 2 weeks. The goal is to increase pre-orders for our latest product and convince consumers on why they should upgrade to the latest and greatest technology Apple has produced. We as a company have huge brand awareness so we will not focus on this as much as we will as boosting sales. We also plan to increase the prescence of the iPhone 14 across all platforms of social media and generate engagement that way. Since this is a mini-campaign we will advertise in a way under the assumption that our name and brand are already known to the consumers we are trying to reach. Our project mission statement will be “Our campaign will show consumers why the iPhone 14 can help transform their lives, unlock new limits the world has never seen through a phone, all while improving the consumers overall life through their new device.” Our smart goal is to secure at least 3 million pre-orders of the iPhone 14 before Black Friday arrives later in 2022.”

2. Plan

Our plan will start out with the unveiling of the iPhone 14 at our convention. As soon as this convention ends our ads that we will have secured with all of our partners will begin advertising for pre-orders. We will also promote deals with certain carries like Verizon to help boost pre-orders as well. We will rely heavily on our partners on social media sites like Cable TV providers, YouTube, Instagram, Facebook, TikTok, Twitter, Snapchat, Google, and any other partners to start running our advertisements. Some of these partners will run video advertisements while some will run picture advertisements. We will also release the special promotions to the service providers like Verizon so they can start promoting these offers on their platforms. We also plan to use all of our social media presence to promote the iPhone 14 on our own accounts. These promotions and advertisements will help gain traction across all platforms thus increasing excitement and overall interest in the iPhone 14.

3. Produce

To produce content for our campaign we will look at our past campaigns to see what has been most successful. In the past short (less than 30 seconds) videos seem to prove the most useful in generating interest in our products. We will make several short videos that all are upbeat, exhilarating, and intriguing to gain the attention of the consumer. We will also showcase our promotions at the end of the video to attract consumers who are questioning the price of this device. This will allow the consumer to actually start to consider in their mind that they could upgrade their phone at a low cost. This also provides a sense of emergency, so they do not miss out on this chance to upgrade to the new phone at a low cost. We will also make screenshot advertisement that our partners can post to their social media accounts and in their establishments. We will provide QR codes for consumers to sign up to receive our newsletter and any information containing the iPhone 14. This QR code will also prompt them to our website to where they can preorder the new iPhone. Through all of these advertising channels we will be able to create “hype” and interest in the new iPhone 14.

4. Promote

Parts of the produce step will remain relevant for the promote segment of our campaign as they go hand in hand. We are targeting the middle to upper class as they are the group most willing and able to invest in our new product. We will promote our new A16 chip and new camera as two big headliners in the advertisement. However, one of our main focuses will be the new ability to send messages and your location via satellite. This feature will intrigue many consumers from various backgrounds. This will be a huge hit for people who are avid in the outdoor world as this is a great safety feature from hikes and people who love to wander deep in the wilderness. Our advertisements will have a direct spin to the outdoor community, avid photography people, and consumer who are consumed with having the greatest tech specs. We will also include some advertisements to show off just the phone to reach a more generalized audience in the middle and upper class. In order to promote at the best rate possible, we will be very active on social media and engaging with consumers. We will engage on social media by answering questions about the iPhone 14, use popular/viral trends on Tik Tok to promote the iPhone 14, and networking with consumers in order to gain their trust and loyalty.

5. Results

Our results will be closely monitored by the amount of people who use our QR code or link to view all that the new iPhone 14 has to offer. Pre-orders placed will be our biggest gauge in how our mini campaign went. While the goal was to hit 3 million preorders before Black Friday, we will also have a goal of 500,00 units of the iPhone 14 being preordered during the 2-week span of our mini campaign. These goals, while high, allow us as a company to push ourselves to develop unique ways to promote our product. We will use all social media platform analytics to see what advertisements received the most interaction. This will in turn allow us to prep for a larger campaign later right before Black Friday and allow us to see how to promote the iPhone 14 then. These analytics will also give us a more precise understanding of our consumer demographic. We will also base our results off of our partnered carriers and they preorder they receive through their companies. With all the analytical data from social media advertising and information from our carriers, we will be able to better produce advertising material and strategies from more campaigns in the future.

Links For Pictures/Information:

https://www.apple.com/newsroom/2022/09/apple-debuts-iphone-14-pro-and-iphone-14-pro-max/