Apple's Promotional Campaign: Celebrity-Driven Marketing Analysis

This report provides a comprehensive analysis of Apple's marketing campaign for its new iPhone cases and accessories. It examines the company's positioning, targeting strategies, and objectives, focusing on the use of celebrity endorsements, including Charli D'Amelio, Lily Collins, and Charlize Theron, to attract different demographic groups. The report details the marketing strategies employed, such as social media promotion, press releases, and unboxing videos, along with the tactics used, including customized case designs and celebrity-driven content. Furthermore, it explores the administrative aspects, including budget allocation and supplier management, and discusses the methods for determining campaign results through sales data and surveys. A key component of the report is the analysis of the press release announcing the launch of the personalized iPhone cases, highlighting the features, target audience, and marketing approach.

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
“Launch” Press release................................................................................................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Promotional campaign is a marketing tool in which a series of advertisements are rolled out
to attract the audience. It is a strategy to communicate with target audience or prospects and
letting them know about the product and its features. It also creates brand awareness and brand
image of the company. The agency will frame innovative marketing campaign for promoting the
new Iphone cases and focus will be on the personalized cases which are made by Charli
D'Amelio which is a tik tok influencer, Lily Collins which and Charlize Theron who is an
actress, producer and Dior spokesperson. The focus will be to attract and infleunce teenagers,
people in 20's and 30's.
MAIN BODY
Position – Apple is an American multinational company which was founded by Steve jobs and
three other. The company produces digital and innovative gadgets. The Iphone models offers
free Icloud service and it has seamless integration with the Apple ecosystem. Apple has very
innovative the position of Apple in the market is divided into three segments which are teens,
people in early 20's which college going students and 30's who are professionals and business
people and also people who are above the age of 30. They have positioned their market based on
demographic to promote their new launch. Apple targets the market based on age, gender.
Among all the users 64% men and 36% women. The company is using one celeb per age group
and they are also targeting the people who are already the user of IPhone. The targeting of apple
also focuses on the audience that wants to upgrade their phone and also want the vibes of their
favourite celebrity which they admire (Camilleri, 2018). They are also targeting people who
wants to take advantage of free protective cases with their phone. The company had positioned
itself as a premium brand in the market and also as a service provider with advanced functions
and capabilities. They are not targeting people who are not interested in paying extra for
technology products and services with advanced design, functions and other features (Lee. and
et.al., 2019). The positioning done by apple was mono-segment which appealed to needs and
wants of specific customer segment. The company has also targeted on the basis of behavioural
segmentation which are the hard core loyal of IPhone and also on the Switcher and also targeted
people who are determined and ambitious. The company has also targeted international market
which means there is no geographic boundaries and their market is whole globe. The competitors

of Apple are Samsung, Google Pixel, Huawei are the main competitors. The customer targetted
by the company through these celebs are teens, people in 20's and people in 30's respectively.
Objective - The objective of the campaign is to sell nearly 300,000 IPhone with the limited
editions accessories in the lead up to Christmas and also it is the best time to release the new
launch. The timing of release line-ups with the Apple's yearly plan and orders can be taken in
late November till the end of January of the following year. Apple wants to attract customers
who are Iphone users and also fans of the three celebrity which are Charli D'Amelio, Lily
Collins and Charlize Theron. The media which is used for campaigning is social media and other
print media. Also billboards are used for promotion purpose.
Strategy- Strategy adopted by the company to fulfil the objective is to encourage public and
fans of the celebrity of Charli D'Amelio who is a Tik Tok celebrity and is known for being the
most followed user on Instagram, Liliy Collins who is an Actress and currently starring in Emily
in Paris and the last one Charlize Theron who is an Actress and also a producer and also a Doir
spokespersons and model (Quesenberry, 2020). As these celebrities have a large fan bases and
they also be interested to know the products which their favourite celebrity uses and also some
fans will also buy the IPhone with the accessory as it is being suggested and personally designed
by them. The company is also using social media strategies to target the elected audience and
also promoting the new IPhone with accessories on different mobile phone stores and sites.
Using Tik tok posts, Instagram's stories, posts and reels options and twitter's tweets for
promotional purpose (Effing. and Spil, 2016). One more influential strategy which can be used to
achieve the objective is making videos and stories of unboxing the new launched IPhone with
accessories which are created by the celebrities or influencers. And by seeing these videos and
using the newly launches IPhone with accessories people will be encouraged to buy it too as they
are being used by their favourite celebs or influencers. For the people who are teenagers they
have finalized Charli D'Amelio, for the people in 20's they have chosen Lily Collins and for the
people in 30's they have chosen Charlize Theron for promoting the new launch (Allegranzi. and
Pittet, 2017). For launching the new products they turn the launching aspect into an event and the
company does not indulge into PR activities much to read a press release. The unique strategy of
Apple to take pre-orders is great launching strategy as much of their sales drives in weeks and
because of which the customers wants it to show off which again influences other customers to
also buys the new Iphone with the accessory (Nakarmi, 2018). To create suspense before the

launch of the new phone also a strategy of Apple by not making comments on the new launch
and also they create a irresistible headline for their launch which makes the launch all the more
exciting and catchy. The company uses celebrity for new launching for creating a new wave in
leadership.
Tactics - The company has also used various tactics to sell their product in a creative way such
as they have customized the IPhone cases of the celebrity design and giving each celebrity their
own case and promoting them onto their social media platforms. Also asking the celebrities and
their agents to release a series of talking points that they can use in their social media posts. Also
celebrity can use other tactics to display their interest and excitement about the phone and
accessories by unboxing it, making videos and showing various features, clicking pictures and
comparing it with previous model etc (Chauhan, 2018). The celebrity can post pre-made graphics
that advertise the phone and case and post them along with their own content. They initially use
celebrity promotions for the launch of the product then they go for print ads throughout the
product's life. The company also avoids price wars by focusing on their Unique value proposition
which also gives the company a competitive advantage. They also use the tactics of keeping their
marketing and promotion activities simple and also the products simple as they believe that more
is not always better. The company shows its brilliance by getting hi-tech without using the high
tech terms. By putting the focus on the people rather than product is the main tactics of Apple as
they talk less about features and more about how that feature affects the customer and in what
way it will enrich their lives (Lee, 2016). Telling a story is also a tactic used when launching the
new product, through this the company engages their customers and Apple found out that it is a
powerful way to connect to the people on a human level and also it differentiates the company's
product with that from the competitors.
Administration - For launching the new IPhone with accessories the company need funds for
promoting and launching the product which comes in the administration. The company will
spend a majority of their budget on pre-made social media stories information packs, also
investing into the staging mini shoots with the celebrities talking about the new IPhone. Also
funding are to be made for staff. Also they can give the accessories to the most followed celebs
so that they can engage the audience and can influence them to buy the new IPhone with
accessories. Also suppliers are also paid for making contacts with the celebs. For designing the
new IPhone and other features requires fund to give for the special features and design. They are

also developing an innovative ad featuring the latest technology used by them and features of the
additional accessories which is being provided by them.
Results - Response on the celeb social media posts and response on their stories, comments and
other activities done by the audience determine the result of their promotions. The result can also
be determined by dividing the total sales or revenues by the industry's total sales over a fiscal
period. This measure can be used to get a general idea about the size of the product or company
in comparison to its competitors. The result can also be found out by taking interviews and by
undertaking surveys.
“Launch” Press release.
[phone]
[e-mail]
30-12-2020
ANNOUNCING THE PERSONALIZED IPHONES CASES ROLL-OUT
(Launching celebrity designed Iphone cases)
17-12-2020 London, England Apple is excited to announce that the launch of new Iphone cases
with accessories will be available on 22 December 2020 at nearest mobile stores or outlets for
the Iphone lovers. The new Iphone cases has
Stylish, slim and protective quantities.
It also have a shock absorbent material. There are two material used in the cases for this
purpose such as silicon and Rubber.
It also has a top-notch clear case.
There are also cases for the occasions such as for casual purpose, party wear purpose and also
for Funky looks.
The additional accessories include Beats headphones, Belkin external storage.
Also, the company has collaborated with three celebrities which are Charli D'Amelio for

teenagers, Lily Collins for people in 20's and Charlize Theron for the people in 30's to launch a
new limited edition series of iPhone cases designed by these three celebrities. Company has
taken care for both the Iphone users who are very particular about the protection of their Iphone
and are also fans of these celebrities. For these new Iphone cases the company has targeted
teens, people in early 20's and 30's and also people above 30. Anyone who wants to upgrade
their phone and wants the “vibes” of their favourite celebrity they admire has the opportunity to
take advantage.
The new Iphone cases are for the people who are ambitious and are hi-tech lovers and are very
possessive about the protection of their Iphones as the Iphones are too expensive. Instead of
purchasing another Iphone which costs around 500 to 700 pounds it is better to purchase a case
£30+ for older models and are £40+ for the newest model. All the people who like to try new
designs and special features in the cases are most welcome at the new IPhone cases launch with
additional accessories and all the media people. It is also an opportunity for the ones that can
pay extra for protection of their Iphones with advanced design and other features. Also fans of
Charli D'Amelio, Lily Collins and Charlize Theron have a great deal to buy the new Iphone
cases which are personally designed by their favourite celebrity, this is the great opportunity to
grab. For marketing the company have chosen social media as the major platform as most of the
target audience are active on social media.
The company is also taking pre-orders till the end of January so do not lose the chance to have
the personalized Iphone cases designed by their favourite celebrity and which are also used by
them too.
In the event various designs and e speciality of the cases will be made familiarized and also
different varieties of cases.
About Apple
Apple Inc. is the prominent hardware and software company which is known for its hi-tech
innovations with a powerful apps build in. It was founded in the year 1976 by Steve Jobs, Steve
Wozniak and Ronald Wayne. The first Iphone was launched on 29 June 2007. Apple is a
premium gadget brand and the company is prominent in hardware and software and known for
the most innovating products and marketing strategies. It is a multinational company that
designs, develops and sells consumer electronics, provide online services and had never looked

back and have added many products and gadgets to the queue such as IPod, IPhone, IPad,
Apple watch, macOS, Ilife, etc.
###
For further queries you can contact at the below contact number or E-mail.
Press Contact
Jack Brown
PR Manager
Apple Inc.
[phone]
[e-mail]
404, Carnaby Street
London
Reflective Statement
First of all I, Reena and Catarina researched and learned many things by doing this
campaign pitch such as about the targeting and positioning done by Apple for their products
complement their hi-tech gadgets and smart phones, watches. We observed that people in the
teenage or in the 20’s and 30’s are the most adventurous and ambitious people and these people
are technology freak and want the latest generation smart phones and gadgets in their hand as
people in early 20's are college going students, and we found out that also these people are more
influenced by celebrities and people who are in 30's are professionals and business people
therefore there they more matured and give protection of their I phones as a priority.
While working with Reena and Catarina I learned various things such as team work. Also, I
learned that when more people work greater ideas are pooled in and more effective decisions are
taken. As there are many options and solutions that are put up therefore best solution can be
obtained.
Reena found out that among all the users 64% men and 36% women and noticed for the
launch of the new IPhone with accessories they have targeted audience that wants to upgrade
their phone and also want the vibes of their favourite celebrity which they admire, people who
want to take advantage of free protective cases with their phone and also targeted people that are

interested in paying extra for technology products and services with advanced design and latest
functions. I found out that their aim is to sell nearly 300,000 IPhone till end of January and for
the same the company is taking the pre-orders. By working with Reena I gained greater research
skills.
Also asking the celebrities and their agents to release a series of talking points that they can
use in their social media posts and also the company asked the celebs to make unboxing videos
and stories and many other tactics. Various costs were involved in the promotion and launch and
also large amount of funds was also raised. Catarina saw that the company took the feedback
from the celebs social media posts and story engagement.
While working with Catarina I learned effective ways of communicating as she has a great
skills of communication and interaction with the clients and customers and tried to inculcate in
my daily life.

REFERENCES
Books and Journals
Allegranzi, B. and Pittet, D., 2017. Promotion Strategy. Hand hygiene: a handbook for medical
professionals.9. p.230.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chauhan, N., 2018. Impact of celebrity and non celebrity endorsement on consumer buying
behaviour.
Choi, J., NATIVO Inc, 2017. Press release distribution system. U.S. Patent 9,646,324.
Day, E.O., 2017. Press release. Accessed.6. p.2017.
Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management.36(1). pp.1-8.
Lee, and et.al., 2019. Targeting market neutrality. Quantitative Finance.19(3). pp.437-451.
Lee, W.H., 2016. Effects of conditional sales promotion tactics on consumers' feelings of
unfairness. Journal of Promotion Management.22(3). pp.301-320.
Nakarmi, A., 2018. Effect of Sales Promotion On Consumer Behavior.
Quesenberry, K.A., 2020. Social media strategy: marketing, advertising, and public relations in
the consumer revolution. Rowman & Littlefield Publishers.