Transformational Change
Evolving Apple’s Approach to International Marketing Communications
Context
A global study across 25 markets assessed perceptions of Apple outside the United States and revealed some eye-opening findings. While Apple maintained high brand awareness, its appeal was slipping. Competition had intensified, with Samsung offering rival smartphones and new Chinese manufacturers gaining traction. Sales in China were declining, signaling potential future challenges.
The research revealed that Apple was increasingly seen as an American interloper, especially in China and Western Europe. Despite a sophisticated localization process for its global campaigns, Apple’s ads remained American-centric and out of touch with local cultures.
To address this, my team proposed creating more bespoke marketing for local markets alongside localized global campaigns. This approach, termed "amplification," involved enhancing global campaigns with local cultural moments. The Shot on iPhone campaign exemplified this strategy. By capturing cultural moments in specific markets, we highlighted the iPhone's camera capabilities while demonstrating Apple’s understanding and celebration of local culture.
Singapore’s 50th Anniversary
The first effort was to celebrate Singapore's 50th anniversary with a large-scale outdoor billboard featuring a photo of Singapore's iconic skyline taken by a local Singaporean. This campaign garnered significant local media attention and increased Apple's market share in Singapore.
Following this success, the Shot on iPhone campaign expanded globally.
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36 Views of Mt. Fuji
In Japan, the "36 Views of Mt. Fuji" campaign used billboards to showcase views of Mt. Fuji obscured by buildings.
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Medellín Flower Fair
In Colombia, bus shelters featured flower photos leading up to the Medellín Flower Fair, the world's largest flower festival.
Carnival
In Brazil, a Shot on iPhone film captured the vibrant costumes of Carnival.
Tour de France
In France, Academy Award-winning director Michel Gondry directed an 11-minute short film, "Détour," celebrating the Tour de France.
The success of these campaigns led to the creation of another approach: "origination," where entirely new ideas were developed to address specific business challenges or cultural moments. The first was the Chinese New Year campaign, "Made in Chinese New Year," aimed at revitalizing traditional celebrations with a modern twist, encouraging people to embrace their heritage creatively.
It was a fully integrated campaign, including film, digital, outdoor, and in-store activations and events.
Conclusion
Implementing these strategies required a significant evolution in Apple's operating model. New resources and capabilities, such as creative thinkers, strategists, and producers, were introduced in local markets.
This shift necessitated new ways of working between global and local teams, involving changes in budgeting, billing, and approvals. The process of evolving the international network and operating model took over a year and affected over 600 marketers in Apple's international ecosystem.
First introduced during my tenure at Apple, this strategic evolution towards more locally relevant marketing has become standard practice across dozens of markets.