#BreakfastWithApple

Background:

Croma annually hosts #BreakfastWithApple, an event where they deliver the new iPhone on the morning of its release. Customers who pre-book the latest iPhones can also collect them from the store on the same day as the global launch.

Challenge & Objectives:

For the iPhone 14 launch, Croma aimed to generate excitement, increase awareness, and encourage pre-bookings of the phone on croma.com.

Goals:

• Generate excitement about the event uniquely and engagingly.

• Boost pre-bookings for the iPhone 14.

Creative Solution:

Croma decided to surprise influencers with mysterious gift hampers, leading to amusing reactions and curiosity for more information.

Strategy & Execution:

1. Croma sent gift hampers containing 14 apples to influencers like Danish Sait, Dolly Singh, Kunal Chhabriaa, Kareema Barry, and Anmol Sachar.

2. The hampers also included a note with a QR code directing to the pre-booking page.

3. Over two days, the influencers created buzz and then revealed the pre-booking link.

4. On Day 1, they shared Instagram stories, tagged Croma, and pondered why they received 14 apples.

5. On Day 2, they posted another story, connecting the '14 apples' to the QR code and the pre-booking link.

Impact & Results:

• The hampers became a hot topic.

• Influencer stories garnered over 655,000 views and 9,000 link clicks.

• Croma managed over 75 deliveries before 9 AM on the release day.

• The campaign led to a 45% increase in iPhone orders compared to the previous launch.

• Sales of other Apple products also rose by 40%

Reflection:

Reflecting on the campaign for the iPhone 14 launch under the #BreakfastWithApple initiative, I feel immensely proud of the innovative approach we took. The decision to leverage influencer marketing through a quirky and mysterious gifting strategy was a bold move, but it paid off significantly. It was thrilling to see the buzz created by the influencers, which perfectly aligned with our objectives of generating excitement and boosting pre-bookings.

The results were beyond expectations. The significant increase in iPhone orders and the ripple effect on other Apple products' sales was a testament to the effectiveness of our campaign. The strategy of using apples and QR codes was not only creative but also impactful in driving curiosity and engagement. Overall, this campaign was a remarkable success and a learning experience in harnessing the power of influencer marketing and innovative tactics to achieve business goals.

Innovative campaign at Croma Retail to launch iPhone 14 in India.