Why legacy and premium brand Apple needs influencer marketing

One can always see huge queues outside Apple stores for hours whenever the premium brand launches a new product in the market — even while the prices are set unapologetic high. This is because Apple’s marketing mix always has the premium and cleanliness quotient in it.

Whenever Apple announces a new product launch, the digital and tech world goes crazy talking about it. In fact, the products are such that people talk about it on their own, leading to some great organic user-generated content. But the final push happens through influencer marketing that allows consumers to visualise themselves using the Apple products, living the lifestyle before having the opportunity to use them.

Apple recently took to Instagram to promote its latest noise cancellation Air Pods Pro with a massive splash of celebrities posting about the brand. It collaborated with celebrities such as Shilpa Shetty, Karishma Kapoor, Anil Kapoor and Diana Penty, which automatically adds the layer of richness and premiumness to even its influencer strategy, while raising instant awareness about the product.

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Even after being a leading brand in the consumer electronics market, Apple still needs to do influencer marketing to promote and leverage the celebrities’ audience.

One can only imagine the kind of reach the brand must have got through partnering an elite set of Bollywood celebrities to act as influencers for the brand. To give numbers, with an estimated media value of Rs 50-60 lakh, the brand garnered a reach of more than 24 million.

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