Social media is one of the most cost-effective digital marketing tools. Implementing a social media strategy can significantly improve a brand’s recognition and engagement with a broad audience. One of the most effective ways to use social media is through a public relations (PR) campaign. Such a campaign focuses on having coordinated marketing to reinforce sentiments or information about a service, product, or overall brand. While a social media PR campaign can be limited to a single network, it can also take place across multiple social media platforms. One of the most effective social media PR campaigns was the “Shot on iPhone” campaign. Apple’s social media PR campaign “Shot on iPhone” using Instagram was a huge success as it improved the company’s brand recognition and involved user-generated content.
Information about the Instagram Social Media Platform
The “Shot on iPhone” was primarily run through the Instagram social media platform. Instagram is a popular social media platform where users primarily share photos. The platform allows people to connect easily through visual elements, enabling sustained attention. Companies use Instagram to connect with customers through sharing photos that create brand recognition. The photos allow for brands to develop physical elements about a company’s products and services. Instagram also allows companies to reach their customers and engage with them about their products and services. Using pictures allows for customers to be super-engaged, and the company can drive more traffic to their website (Chiang et al., 2019). When someone purchases from a company and follows them on Instagram, there is a likely chance that they will see the brand consistently and make another purchase. Instagram also allows for companies to use user-generated content. Companies can create hashtags and allow their followers to create posts based on the same hashtags. User-generated content is one of the most effective ways to generate traffic and improve sales.
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Information About Apple and the Campaign
The “Shot on iPhone” campaign was created by Apple to demonstrate the impressive features of its camera. Apple is a prominent hardware and software company known for the production of personal computers, the iPod, and the iPhone. The company’s products have been a strong reputation and brand recognition that allows the company to charge a premium for its high-end products. Apple has also been known for its effective marketing and advertising strategies. The “Shot on iPhone” is an example of a social media campaign created to show the company’s camera. The campaign incorporated photos from 77 users across 25 different countries and 73 cities. Additionally, users of the iPhone 6 were invited to post their best images on social media using the hashtag “Shot on iPhone”. Users were allowed to post the photos on Instagram and Twitter. Apple then used the images to display the images on more than 10,000 billboards in different parts of the world. The campaign has grown over the years to have more than 15 million posts on Instagram alone (Partnerships, 2021). The PR campaign has been one of the most successful campaigns as it gets revived every year. For instance, the company launched a contest on the Shot on iPhone Night Mode where participants could share night mode images of pictures shot on the iPhone 11 Pro, iPhone 11 Pro Max, and iPhone 11. The campaign has been effective since Apple has improved the quality of photos portrayed on the iPhone.
Effectiveness of the Campaign
The campaign was effective because it involved having user-generated content. Sers were invited to share the best photos on Instagram and Twitter to promote the line of iPhones. User-generated content is a type of content that allows the creation, publishing, and promotion of content by unpaid contributors. The contributors could be followers, customers, and fans that promote a brand using their original content like videos, blog posts, and social media posts. Apple’s social media PR campaign was an example of how companies can use social media to promote their brand and products. The campaign was creatively created to reach multiple users from different parts of the world. User-generated content is also a powerful way of using social media to engage the target audience and harness the power of social media with minimal resources. Statistics on user-generated shows that they get better engagement and higher click-through rates compared to standard social media posts and average ads (Kim & Johnson, 2016). A user-generated campaign can also last for a long time and enable the company to market its products in the long term.
Apple created the social media PR campaign “Shot on iPhone” on Instagram and Twitter with the aim of using social media to promote the quality of the company’s photos. The campaign was a huge success as it involved user-generated content, and it helped the company advance its brand. The key lesson from the social media campaign was how companies could effectively use social media to improve their brand and advertise their products. Social media is also beneficial as it is an effective and cost-friendly way for companies to advertise their products. The recommendation for companies is to use social media for advertising their products and services. User-generated content can also be effective to reach a larger audience.
References
Chiang, I. P., Wong, R., & Huang, C. H. (2019). Exploring the Benefits of Social Media Marketing for Brands and Communities. " International Journal of Electronic Commerce Studies" , 10 (2), 113-140.
Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior , 58 , 98-108.
Partnerships, I. (2021). User Generated Content. Power .
