Apple Edu
Behind the Mac
Apple products have been a mainstay at schools for decades. As competitive products made inroads with educators and school districts, Apple Education turned to PMG to help it reinforce its position globally as the leader in “technology designed to be as limitless as a child’s imagination.” PMG manages campaigns around the world from North America to EMEA and throughout Asia.
Services
3x
Higher CTR
16%
Beat video view benchmarks by
2.3X
Higher than benchmark video completion
Challenge
Apple wanted to increase awareness and consideration among Japanese students and educators about its Mac products. PMG’s goal was to highlight individual stories of students in different fields who use their Macs to drive change in the world so that the campaign would reinforce Apple’s brand and its connection with innovation.
Strategy & Approach
The strategy was to use Twitter Japan to accurately identify and target students and educators throughout Japan, including the targeting of particular user handles. The campaign would not only need to reach the right audience but do so in a way that would align with the creative’s exploration of creativity and innovation.
PMG developed a tailored targeting strategy to reach education interests, local educators, and college entities that aligned with the campaign messaging seamlessly. In addition, the campaign leveraged a series of videos that built on the region’s historical learnings (e.g., delight with sound-off, leveraging local models, quick frames, etc.), which helped to put forth a strongly resonant and meaningful connection with the audience.
Results
The Behind the Mac campaign saw great engagement with the targeted audiences. Compared to industry benchmarks, CTR came in 3X higher than average, and video view rates outperformed by 16%. The campaign drew a lot of industry buzz and was covered in major publications, including The Drum and Campaign Asia.
Furthermore, in an example of capitalizing on cultural moments, PMG piggybacked onto International Women’s Day, which occurred during the campaign’s flight, to exceed planned impact. PMG was able to identify the topic volume trend via social listening in Japan and optimized towards the video that lent itself well to be a part of the International Women’s Day empowerment conversation (featuring entrepreneur Shoko Ryuzaki leveraging Mac and Apple resources to “change the world”). As a result, the video delivered the highest engagement and view rates across the entire campaign.