One of Apple’s core values and therefore one of their themes is the environment.
|This is a screenshot of what can be found on their website.|
As you can see from what they state on their website, they have taken extra time and care to make sure they can be as environmentally friendly and efficient as possible. They also want to make sure that their consumers know this and are aware that they are trying to be as ‘green’ as possible.
This theme of environment can fall under a few of the goals. For example it can come under ‘sales’. This is due to their customers wanting to purchase products that have a good reputation and that are sustainable. They like the idea of buying a product and knowing that with this they are not harming the environment but actually helping it. Consumers thrive when they are still benefiting whilst helping someone else (in this case – the environment). This can also affect the branding and the overall brand image, as Apple has now built a reputation in a good light. They have formed a respectful status in the market and this can form a unique selling point that stands out amongst competitors. However, another goal of theirs is service. They have the obligation to provide a service to their consumers and their target audience. They are responsible for making sure their customers have a good experience, but also they have a commitment and are liable to provide a service to the environment.
My chosen social medium is Twitter. I feel that Twitter is most appropriate because I want my messages to be ‘to the point’ and direct and with the limited amount of characters I would be forced to keep my messages to my audience concise and controlled. 140 characters would be an ample amount of words to get my point across. Also Twitter is a great social media platform that is popular amongst the right consumers (there is a Twitter app on the Apple Store). Therefore, they have a good opportunity to reach a wide proportion of their target audience and also there are a variety of benefits to using Twitter and focusing on one social media in particular.
Here are some examples of the sort of tweets that I would deem effective and useful in a new advertising campaign:
Tweet #1: Did you know that 93% of our energy comes from renewable energy sources? One day we will reach 100%.
Tweet #2: Every wondered what powers your iMessages, your responses form Siri’s and your downloads form iTunes? The answer – 100% clean energy!
Tweet #3: “Over 99% of the paper in our packaging is recycled or sustainable. It’s good, but not good enough.”
Tweet #4: 1,000,000. That is the number of acres of sustainable forest we are working to protect. 1,000,000 is the number of acres of sustainable forest we ARE protecting.
Tweet #5: Mercury doesn’t belong on your wrist, on your desk, or in your pocket. We pride ourselves on using safe materials. #NoMercury #NoArsenic #NoLead #AppleIsSafe