Overview
Apple has revamped its TikTok strategy by turning on comments and producing surrealistic, colourful videos with ASMR sounds. Its continued marketing efforts are supporting revenue growth of 8% year-on-year.
It wiped off all previous TikTok content to showcase the colours of its new MacBook Neo, creating a blush using a similar product design to the laptop which drove 58.7 million views. It also made a video using the viral Dakota Johnson sound “I love limes” (3.4 million views) and an ASMR unboxing video of the Neo (16.2 million views). These monochromatic videos use recognisable sounds, such as the FaceTime ring and the MacBook turning on, combined with more mysterious and confusing clips.
This is basically the new version of Apple’s beloved iPod silhouette adverts from the 2000s, reimagined for the next generation. Instantly recognisable, even if the product isn’t front and centre.
Watch our explainer by CORQ’s trends editor Caroline Edwards below and see a CORQ GPT analysis of how Apple is working with influencers here.
@corq.studio @apple’s new TikTok strategy is monochromatic, ASMR-focused and surrealist to promote its MacBook Neo to new generations #apple #macbookneo #marketingtips #marketingstrategy
