apple • iPad Pro product launch campaign
Campaign Overview
As one of the two leads tasked to create a digital advertising strategy and media plan for the iPad Pro 2017 product, we endeavored to produce a campaign that did more than just delivering on KPI’s and performance media metrics. Working on an iconic brand such as apple, our intention was to bring new ideas and innovative tech to the forefront through our advertising work.
The Challenge
In 2017, apple was in the midst of repositioning their message for the iPad Pro product line. In the iterations of the iPad Pro that preceded this version, it was mainly viewed as a tablet device. However, at that juncture, apple wanted to pivot the messaging to show that the iPad Pro is more than a tablet, but also functions as a computer.
The new narrative was: “iPad Pro is a computer and more.”
As we worked on this ad campaign, our goal was to establish iPad Pro as the ultimate second device by speaking to a young, mobile audience in environments where they engage.
The Solution
In our campaign planning & research — we discovered that our primary audience (A18-34) were more open to new computer behaviors and more likely to consider purchasing a new computer device. Students and young professionals were especially of interest as they over-indexed for being more likely to adopt the iPad Pro as their second device.
As a result, our strategy for the campaign focused on the following tactics:
Demonstrate modern computing behaviors in contextual digital environments
Engage with our audience on their phones and in social environments
Build a consistent, curated presence across digital, mobile & social
Leverage a variety of ad formats in youthful digital environments (i.e. Pre-roll, Connected TV Devices, Video ads on relevant UGC channels, etc.)
The Results
From a KPI and performance metrics perspective, the campaign delivered as intended. The campaign generated buzz around the new product launch and showed the computing power of the iPad Pro.
Some notable achievements:
Introduced YouTube Mastheads and other splashy & effective ad formats never yet executed by apple at the time
All YouTube Mobile Mastheads over-delivered on impressions for all of our international markets (25+ geo’s)
Identified new platforms to advertise on in our Chinese & Korean markets (WhatsApp, Kakao, WeChat)
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