Brand identity shift

Apple came to us to help shift perception around the Itunes and App Store gift card. The majority of consumers thought the gift card was just for itunes purchases. This needed to change…

Our Strategy

We wanted to understand public perception of the Apple Store gift card, so we ran an anonymous survey to get thousands of responses to better understand perception.


Through doing this, we saw areas of misunderstanding and where audiences weren’t aligned with Apple’s intentions. So we created emotive, relevant and meaningful original content, that easily explained to our target audience what you can do with the iTunes and App store gift card.

We then devised a full paid social media plan to target the right audiences with emotive content that would shift perception and educate consumers on the breadth of the proposition.

We focused on getting consumers excited about different apps they can buy with the gift card and how it can help improve their personal interests. 

The Results


18 - 25 year olds reached


App Store Visits


Pieces of Data Collected

“We we’re all really pleased with the campaign, how it was handled and the approach you took to tackle a sizeable challenge. We’d like to thank the team for their dedication and creativity and the results impressed our team and the guys at the app store team”

G.Resolia, Head of EMEA, App Store & iTunes Retail, Apple