Apple Shot on iPhone Campaign: A Case Study In The Power of User-Generated Content

User-generated content refers to any messaging voluntarily created by consumers and shared through social media. Marketers value UGC because it is perceived by consumers to possess greater authenticity than paid advertising. This case study examines the relationship between UCG and social media and their use in building brand loyalty. Apple is considered one of the strongest brands in the world due to the cult-like loyalty of users who swear by their technology and see Apple as an extension of their persona. The Shot on iPhone campaign sought to tap into that loyalty by challenging iPhone users to post their best photos and videos on social media. Submissions were reviewed and those selected were featured in Apple brand messages and online. Shot on iPhone did demonstrate its artistic capability, but let consumers showcase their capability through their UCG submissions. The inclusion of UGC established credibility through the authenticity that is associated with this form of social proof. This unique model underscores Apple's consumer centrism while simultaneously expressing the brand's three main tenets - simplicity, creativity, and humanity. The social media metrics of Shot on iPhone speak for themselves, demonstrating the exceptional success Apple achieved in tapping its consumers' brand loyalty. The campaign produced 6 million UGC posts of photos and videos on Instagram alone, generating 6.5 billion media impressions, and 24,000 mentions by global opinion leaders, 95% of which were positive, according to TBWA Media Arts Lab.