Repositioning the Apple gift card and reminding users of its benefits and multitude of uses.
The ask.
Apple aimed to transform the perception of its iTunes and App Store gift card, addressing the misconception that it was only for iTunes purchases. The goal was to showcase the card’s versatility, engaging 18–25-year-olds and driving excitement around its broader applications, including apps, subscriptions and services.
The approach.
We crafted a data-driven campaign to shift audience perceptions and spark interest:
Consumer Insights: Conducted an anonymous survey that collected thousands of responses to identify misunderstandings and uncover opportunities for messaging.
Content Strategy: Created original, relatable content highlighting the card’s versatility, emphasising how it supports personal interests such as gaming, fitness and productivity apps.
Engagement Tactics: Focused on connecting with the 18–25 demographic through targeted campaigns that balanced education with inspiration.
The results.
1M
18-25 year olds reached
42K
Pieces of data collected
10K+
App Store visits
The campaign reached over 1 million 18–25-year-olds, collected 42,000 pieces of data and drove more than 10,000 App Store visits. This initiative successfully reframed consumer understanding, driving excitement for the gift card’s potential and aligning perceptions with Apple’s vision.