Apple: #MAKEITMINI

Apple, a technology company, launched the #makeitmini challenge in the US to advertise the first-ever mini iPhone.

Campaign details

Brand: AppleAgency: TBWA\Media Arts LabCountry: United States

Why is this work relevant for Creative Strategy?

You only get one chance to launch the first-ever mini iPhone. In 2020, we needed to get people excited for not just the new phone, but the idea of mini. So we decided to write a mini launch brief: launch just iPhone 12 mini only on TikTok and only to one specific audience that embodied the spirit of mini but mighty. The #makeitmini Challenge drove "mini" conversation and max results.

Background

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