Apple Music: Strategy, BlackTwitter & Knowing Your Audience
We are still evolving in the digital space and many companies with marketing teams are still getting acclimated to the evolution of marketing. Some are doing well and some, well, not so much.
Apple has always been a very cutting edge company, so it’s not surprising that they are “going hard” in the marketing area as well with the promotion of Apple Music. They are, quite frankly “killing it” and all marketing teams, successful and otherwise should be paying attention to the moves they are making. I like the way they move. [Insert me singing, I like the way you move by Outkast] Sorry, I got side tracked.
Apple released an amazing commercial during the Emmy Awards that almost broke Twitter and it was such a strategically amazing marketing move, that it almost made me cry. Not really, but that did sound good, didn’t it? In all seriousness, since I’ve witnessed lots of failed attempts a clever marketing, the digital marketer in me was super excited to see Apple knock this one out of the ball park, once again. I just love that this promotion immediately followed the equally successful viral Apple/Beats campaign, Straight Outta Compton movie release, which was also quite brilliant.
Apple created a commercial featuring the top three most recognizable faces in music and TV to promote Apple Music. The commercial was also directed by one of the most talented, up and coming directors in the industry, Ava DuVernay.
The Apple Music commercial, features Mary J. Blige who is a huge R&B artist, Taraji P Henson and Kerry Washington, both of whom are leads in the two most popular shows on network TV. Coincidentally or probably not so much, Kerry and Taraji’s shows Scandal and Empire are both due to start a new season within a few days, so fans are clamoring to get at them. These shows are so very popular within the “Black Twitter” demographic, and it seems as if that was the target demographic for this campaign as well. If that were the case, as I suspect, that makes the release of the commercial that much more strategically brilliant.
The campaign strategy, the star selection, brilliant promotion and excellent timing is an indication that Apple is 100% on their game. They strategically and methodically pushed this commercial featuring some of the most recognizable faces, directed by one of the most amazing directors geared toward their target audience at the perfect time. On a side note, I would be very interested in seeing the ROI on that campaign. This is especially the case after reading how many people on Twitter planned to sign up for Apple Music because, the commercial “Gave Them Life “ or “It Was Everything.”
The Apple Music commercial is a piece of marketing magic, created by a team that is 100% on their A Game. I expect nothing less from Apple. Watch and learn marketing agencies, watch and learn.