Shot on iPhone comes to China
Project Goal:
Introduce the #shotoniphone strategic platform to the Greater China market.
Summary:
#SOiP is known the world over as the platform that highlights great photography created by regular consumers on Instagram and through OOH. However, China's #SOiP storytelling was limited to major film productions by Apple during Chinese New Year only. It was time to bring consumers into the mix.
But instead of photography, we convinced them to go big and go video. We wanted to establish a robust @Apple presence on Douyin, the creators of TikTok.
The zero to one effort took more than a year's worth of planning and preparation. We partnered with a small army of creators to launch @Apple's #SOiP narrative through a series of launch videos based on a strategic editorial plan.
Two years on in 2024, the succssful launch has gained 1,254,000 followers and have garnered a cool 4,466,000 likes.
Video creators with unique perspectives were called upon to produce a series of films with themes and techniques that means something to them.
