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Apple Gets Devoted Customers the Apple Watch Early, Ships Lesson On Building a Successful Campaign

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These days, being in PR is thrilling. Social media opens the door to seemingly endless possibilities for us to break creative boundaries. We can build campaigns that shine a spotlight on our clients and help them create more immediate—and more meaningful—connections with those who matter.

However, whether you’re launching a new product or unveiling compelling research, it’s easy to get caught up in trying to create campaigns that “go viral.” When we start the creative process by thinking THAT BIG, we can easily lose sight of what really matters to our core audience.

Sure, we want our messages to spread far and wide. And we can make that happen. But it’s important to remember that sometimes, the path to getting there is a lot closer than we think.

Try starting with delighting those who are already fiercely loyal to your brand.

Apple taught us a lesson this week on thinking customer first by giving some of their most loyal brand enthusiasts the Apple Watch sooner than they thought, proving that an authentic gesture can be the best fuel for a campaign to spread like wildfire.  

So, the next time you’re planning to think big, think small first, and ask yourself: what would my customers want? With that approach, your customers will get happy. Then, they’ll get social, giving you the foundation you need for a truly successful campaign.

Photo credit: Kārlis Dambrāns (used under CC license) 

An image of PAN's Brand Experience Report on the Potentials and pitfalls of AI for marketers

In our annual Brand Experience Report, we asked marketers and customers how they are using and experiencing AI to better understand how the technology is changing that relationship.