More to iPhone
The Brief: Transform the existing iPhone page and develop a campaign that reframes the iPhone’s value proposition beyond standard features like battery life and camera, instead highlighting Apple’s core values: Privacy, Sustainability, and Accessibility. The aim was to position iPhone as a product grounded in these principles. The challenge was to shift perception from spec-driven marketing to storytelling that brings lesser-known benefits to the forefront. The goal: deepen brand affinity and increase customer retention across EMEA.
The solution: Developed an interactive digital experience that showcased the lesser-known iPhone features that genuinely enhance everyday life. Framed around Apple’s core pillars, Privacy, Sustainability and Accessibility, I crafted a narrative that helped audiences see the brand’s values reflected in their own lives.
The starting point was a simple question: “What do our audiences care about and what is important to them in life?”
Using insights from regional analysts across EMEA, I identified what mattered most to different markets and shaped micro-stories under each pillar to reflect those priorities. Instead of leading with abstract terms like Privacy or Sustainability, I briefed the copy team to write more human, relatable headlines. For example, “Help minimise environmental impact,” so the messaging resonated more clearly.
Each story focused on one meaningful benefit, illustrating how iPhone features support real-life needs. The result was a campaign that shifted perception and helped audiences understand there is more to iPhone than they might think.
The impact: The campaign drove significant increases in traffic, engagement and user interaction across the site. Story cards saw high click-through rates, encouraging deeper exploration and leading to increased journeys toward conversion pages including Basket, Trade-In and Why Switch. The narrative-led approach successfully reshaped audience perception, and the campaign's lasting relevance is evidenced by its continued evolution. It remains live today and has been adapted for current market needs and this creative storytelling approach has also inspired other campaigns. View the full experience here
