Smartphone excitement is dwindling as innovation has become iterative. People don't see the difference between devices and brands anymore. Price is becoming more critical due to the lack of differentiation.

Our objective is to separate iPhone from the competition by leading with meaningful innovations rather than incremental techs-and-specs. Demonstrate the excitement of the product and camera superiority will prove that having an iPhone is worth paying more.

-

Drive awareness to the iPhone 11 Pro as the highest-quality video in a smartphone

Audience: Digital: P2+, All Devices; Social: Mobile Only

By Platform:

TV: premium programming, sports, and family co-viewing

Twitter: Run :06s asset across a CPC buy, while utilizing a CPV buy for :15s creative, encouraging interest in the iPhone 11 Pro

Snapchat: Publisher Stories and User Stories.

TikTok: High-impact Top View, which guarantees first position in-feed placement

Pre-roll: Premium short-form clips, including Vevo, YouTube, and NBA highlights

TV Online: Aligning with premium full-episode and live streaming content across 18 TV Online partners.

In-Article Video: Premium and mobile-first environment. We include end cards to increase engagement

Mobile Masthead + YouTube HomeFeed: Drive public view count of the YouTube video from Apple's Channel

Search: YouTube Discovery & YouTube SEM

Programmatic Video: Run across King network of mobile gaming apps

Main Flight: 12.2 to 12.28

Estimated Reach and Frequency: 80%/3.4 on average

TV:

Early Morning, Prime, and Late night

Twitter:

Interest targeting: Tech and Photography

Product Keywords

TV Targeting to align with our broadcast schedule

Sequential targeting to 'iPhone 11 Launch' campaigns

Snapchat

Lifestyle Targeting: 'Techies & Gadget Fans' and 'Photographers'

Sequential targeting to 'iPhone 11 Launch' campaigns

TikTok

Flight: 12.8 top view

Pre-roll

Frequency cap: Daily 4x/user

TV Online

Targeting: 18 TV Online partners, frequency cap: Daily 3x/user

In-Article Video

Frequency cap: Daily 4x/user

Mobile Masthead + YouTube HomeFeed

Masthead Flight: 12.4

Devices: Mobile App + Web

YouTube Discovery & YouTube SEM

YT Discovery Targeting: Brand and product terms / video terms

YT SEM Targeting: Brand and product video terms

Programmatic Video: King network of mobile gaming apps

Drive low CPV/high CR with Rewarded Video and site traffic through CTA end cards.

Devices: Mobile/Tablet

344M Completed Views & more than 12M clicks to Apple.com

Talent, Partners and David Leitch amplified and extended the reach of the campaign. With a 72% organic retention rate, the film and BTS captured organic audience attention and held onto audiences throughout.

We achieved more than 2K campaign mentions on Twitter. And the response to the ad was positive and inspired some people to get more out of their device while also bringing out the skeptics.

We achieved mass awareness with a special high interest in the camera features. Trade coverage highlighted the power of the iPhone 11 Pro to allow anyone to shoot epic content, e.g.:

"Apple flexes the iPhone 11 by using it to film a Hollywood-worthy Snowoball fight. [...] Today, the brand illustrates the power of showing over telling" (AdWeek)

All together, secure another excellent quarter for iPhone sales and Apple overall as a business.