{"id":90151,"date":"2025-03-24T08:00:58","date_gmt":"2025-03-24T12:00:58","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=90151"},"modified":"2025-03-24T13:17:09","modified_gmt":"2025-03-24T17:17:09","slug":"marketing-case-study","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2025\/03\/24\/marketing-case-study\/","title":{"rendered":"Dissecting Apple&#8217;s disruptive marketing case study"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"90173\" data-permalink=\"https:\/\/businessesgrow.com\/2025\/03\/24\/marketing-case-study\/marketing-case-study-2\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study.webp\" data-orig-size=\"800,450\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"marketing case study\" data-image-description=\"&lt;p&gt;marketing case study&lt;\/p&gt;\n\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study-300x169.webp\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study.webp\" class=\"aligncenter size-full wp-image-90173\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study.webp\" alt=\"marketing case study\" width=\"800\" height=\"450\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study.webp 800w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study-300x169.webp 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study-100x56.webp 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2025\/03\/marketing-case-study-89x50.webp 89w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>A new Apple ad is a marketing case study taking the world by storm. As I write this &#8212; four days after the video&#8217;s debut &#8212; it has already been viewed 19 million times on YouTube.<\/p>\n<p>The visually stunning, cinematic long-form ad reunites Apple with Oscar-winning filmmaker\u00a0<a href=\"https:\/\/www.adweek.com\/creativity\/this-look-inside-spike-jonzes-apple-ad-is-as-fascinating-as-the-film-itself\/\" target=\"_blank\" rel=\"noopener\">Spike Jonze<\/a>, who directed the brand\u2019s lauded\u00a0<a href=\"https:\/\/www.adweek.com\/convergent-tv\/the-move-away-from-computer-generated-video-shows-consumers-appreciation-for-more-realistic-content\/\" target=\"_blank\" rel=\"noopener\">\u201cWelcome Home\u201d<\/a> in 2018. Like its predecessor, the new work\u2014called \u201cSomeday\u201d\u2014leans heavily on inventive choreography, catchy music, and lavish sets. And the new video features popular star <a href=\"https:\/\/www.adweek.com\/brand-marketing\/corona-leans-into-latinx-roots-with-bilingual-ads-starring-pedro-pascal\/\" target=\"_blank\" rel=\"noopener\">Pedro Pascal.<\/a><\/p>\n<p>Of course that&#8217;s going to be a winning formula. But something more subtle is happening in this video. The theory behind my new book <a href=\"https:\/\/amzn.to\/41JTJNS\" target=\"_blank\" rel=\"noopener\"><strong><em>Audacious<\/em><\/strong><\/a> is that by disrupting the story, where the story is told, and\/or the storyteller, you&#8217;ve got a chance of catching viral magic. I thought it would be fun to dissect this incredible video and unravel the less-obvious, non-Pedro lessons of why it went viral.<\/p>\n<p>Let&#8217;s start by watching the video:<\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/urTfEEsGHds?si=cP24SwIpIKG5N3Os\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>OK, let&#8217;s tear this marketing case study apart and find the magic.<\/p>\n<h2>Never make an ad<\/h2>\n<p>While researching my book, I interviewed the great <a href=\"https:\/\/whoisthebaldguy.com\/\" target=\"_blank\" rel=\"noopener\">Michael Krivicka<\/a>, the king of viral videos. He said:<\/p>\n<blockquote><p>\u201cThe first key to success is, never, ever make an ad. Of course, almost every customer wants to make an ad because they think they need an ad. Perhaps that\u2019s all they know. But the moment you start with that mindset, you\u2019re failing.<\/p>\n<p>&#8220;We\u2019ll make something so cool, unique, and entertaining that it\u2019s worth sharing. As soon as it pops up in your social media feed, you want to see it immediately, watch it again, and share it. You start with the viral mindset, not an ad mindset. People rarely share ads.<\/p>\n<p>\u201cIf people sense they\u2019re watching an ad\u2014the moment they think you\u2019re selling something\u2014they stop watching it, or they\u2019re going to watch the content through a filter, knowing there\u2019s an agenda. So, if you lead with \u2018Nike presents \u2026\u2019 Boom. People stop watching it.&#8221;<\/p><\/blockquote>\n<p>As the ad begins, we know that\u00a0Pedro Pascal is sad. And if he is sad, the whole world is sad. And dreary, and frigid, and hopeless. But the beloved internet daddy doesn\u2019t stay blue for long, as the magic of music turns a frigid wasteland into a raucous dance party.<\/p>\n<p>We don&#8217;t know for sure who sponsored the ad until the final moments.<\/p>\n<h2>Disrupt the medium<\/h2>\n<p>How did this marketing case study disrupt the medium (where the story is told)? It was just a YouTube video, right? Nope.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"61879\" data-permalink=\"https:\/\/businessesgrow.com\/2024\/04\/08\/doom-of-marketing\/human-content-badge\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge.png\" data-orig-size=\"742,692\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"100 percent human content\" data-image-description=\"&lt;p&gt;100 percent human content&lt;\/p&gt;\n\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge-300x280.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge.png\" class=\"alignright size-medium wp-image-61879\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge-300x280.png\" alt=\"100 percent human content\" width=\"300\" height=\"280\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge-300x280.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge-100x93.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge-54x50.png 54w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/04\/human-content-badge.png 742w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>First, this breaks the mold because it&#8217;s an ad that&#8217;s nearly six minutes long. Next time somebody tells you that people have a short attention span, call B.S. on it. People don&#8217;t have a short attention span. Your marketing has a short interesting span. This epic video is worth every second.<\/p>\n<p>Next, it&#8217;s literally a music video. Think about it. What ad format will AirPod fans love? A music video. Smart marketers don&#8217;t fight for attention\u2014they earn it by respecting their audience enough to create something worth their time.<\/p>\n<p>Apple is &#8220;leaning into the signal&#8221; because it understands that remarkable marketing doesn&#8217;t interrupt what people care about &#8212; it becomes what people care about.<\/p>\n<h2>Disrupt the story format<\/h2>\n<p>This is paradoxical, but sometimes, to be disruptive, your story should be the radically non-disruptive. Research shows that ads following a classic dramatic story arc create a heightened physiological response. Let\u2019s dissect it into five parts:<\/p>\n<ul>\n<li><strong>Exposition<\/strong>\u2014Pedro has girl problems. He&#8217;s depressed.<\/li>\n<li><strong>Rising action<\/strong>\u2014In a lonely, frigid existence, he recalls a happier musical memory.<\/li>\n<li><strong>Climax<\/strong>\u2014 Pedro is a joyful dancing machine! He goes from forlorn to fabulous.<\/li>\n<li><strong>Falling action<\/strong>\u2014The dance sequence ends and the &#8220;old Pedro&#8221; gives an encouraging glance.<\/li>\n<li><strong>Denouement<\/strong>\u2014Pedro&#8217;s problems aren&#8217;t over, but a small smile crosses his face as he trudges on.<\/li>\n<\/ul>\n<p>This is an example of Freytag\u2019s Pyramid, a classical dramatic model developed by German novelist <a href=\"https:\/\/en.wikipedia.org\/wiki\/Gustav_Freytag\" target=\"_blank\" rel=\"noopener\">Gustav Freytag<\/a>. There is something magical about this sequence that taps deeply into the human psyche.\u00a0Professor <a href=\"https:\/\/www.linkedin.com\/in\/keithquesenberry\/\" target=\"_blank\" rel=\"noopener\">Keith Quesenberry<\/a> and his research team discovered that this classic format and advertising success are so closely connected that they could predict which Super Bowl ads would go viral before they aired.<\/p>\n<p>\u201cBeyond any other technique like sex appeal, animals, humor, or celebrities, telling a full, five-part story made the difference between a great marketing narrative and an unremarkable one,\u201d Keith told me. \u201cAnd the likability of this story format can be tied to word-of-mouth buzz, purchase intent, recall, and other success factors.\u201d<\/p>\n<p>This insight doesn\u2019t just apply to big-budget ads. Keith discovered that storytelling success holds true for YouTube videos and other social content. On average, four- and five-act videos were shared over 400% more compared to product-based or informational videos.<\/p>\n<h2>Beyond Vanilla Valley<\/h2>\n<p>There&#8217;s something unexpected that makes this video memorable: It&#8217;s sad.<\/p>\n<p>Marketing has conditioned us to expect the emotional arc of a children&#8217;s birthday party\u2014everything must end with smiles, high-fives, and neat resolutions. But real human connection doesn&#8217;t work that way, and neither does this video. This story starts sad and ends &#8230; well, a little less sad, but still sad.<\/p>\n<p>Research by <a href=\"https:\/\/www.linkedin.com\/in\/j1berger\/\" target=\"_blank\" rel=\"noopener\">Dr. Jonah Berger<\/a> shows memorable marketing doesn&#8217;t just come from &#8220;happy.&#8221; Something that makes you feel anxiety, sadness, and even fear can trigger a strong emotional connection. This video breaks an emotional norm &#8212; an Apple ad that ends with unresolved pain.<\/p>\n<p>The genius here is in the emotional tension. The lingering pain isn&#8217;t a mistake; it&#8217;s the point. It signals trust in the audience&#8217;s emotional maturity and creates space for a deeper, more authentic connection.<\/p>\n<p>Most brands are terrified of negative emotions. The remarkable ones understand that emotional authenticity\u2014even when uncomfortable\u2014is what separates the signal from noise.<\/p>\n<h2>Grab &#8217;em fast<\/h2>\n<p>More advice from the great Michael Krivicka: \u201cYou have to grab the viewer in two seconds. You can have the greatest video in the world, but if you don\u2019t hook them in the first two seconds, it\u2019s over. It\u2019s a sad reality, but that\u2019s all you\u2019ve got. Open with something incredible that people haven\u2019t seen before. Surprise them immediately.\u201d<\/p>\n<p>The opening seconds of this video are profound. Not a word is said, but the pain is thick, and we need to know, &#8220;What is happening here?&#8221; This is not an ad. It&#8217;s high drama.<\/p>\n<h2>Disrupt the storyteller<\/h2>\n<p>This six-minute video is being sliced and diced into television-sized ads but the true success lies in the fact that fans are sharing the long-form video like crazy. It&#8217;s a beloved story. Apple isn&#8217;t promoting the product&#8217;s functionality, price, or durability. It&#8217;s promoting a feeling. Brand marketing at its best.<\/p>\n<p>Today, the successful marketer isn&#8217;t holding the microphone, shouting about their product. They&#8217;re writing a script and handing the mic to their customers. This is the essence of modern brand building: create something so meaningful, so resonant, so worth talking about that your customers eagerly do your marketing for you.<\/p>\n<h2>The audacity story<\/h2>\n<p>Everyone reading this post has one goal for their business: You want to be seen, heard, and discovered. You want to be the signal against the noise.<\/p>\n<p>And the noise is worse than ever.<\/p>\n<p>To stand out, competent doesn&#8217;t cut it. Competent is the new invisible. Competent is what gets replaced. The middle of the road is where roadkill happens.<\/p>\n<p>In a world drowning in meh, disruption isn&#8217;t just an option\u2014it&#8217;s survival. The AI revolution isn&#8217;t coming for the remarkable; it&#8217;s coming for the replaceable, and most marketing today is precisely that.<\/p>\n<p>Yes, this Apple video has advantages\u2014a recognizable star, a visionary director, a budget with breathing room. But those aren&#8217;t prerequisites for standing out. In fact, as I demonstrate throughout my book, constraints often fuel creativity while abundance breeds complacency.<\/p>\n<p>The barrier isn&#8217;t resources. It&#8217;s courage\u2014the courage to stand for something, the courage to make something that might not work, and the courage to create marketing that feels nothing like marketing.<\/p>\n<p>The choice is simple: disrupt or be disrupted. Make waves or drown in the noise. What will you choose?<\/p>\n<p>Keep an eye on the marketing stories that break through the noise. Like the Apple video, you&#8217;ll see a pattern\u2014the narrative, medium, and storyteller are disrupted. I urge you to climb aboard the Audacity train and take advantage of the hundreds of ideas in my new book, <a href=\"https:\/\/amzn.to\/41JTJNS\" target=\"_blank\" rel=\"noopener\"><em><strong>Audacious: How Humans Win in an AI Marketing World<\/strong><\/em><\/a>.<\/p>\n<p><em><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"60708\" data-permalink=\"https:\/\/businessesgrow.com\/uprising\/speaking-shot-mark-schaefer-2\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png\" data-orig-size=\"900,894\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Speaking shot Mark Schaefer 2\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png\" class=\"alignleft wp-image-60708\" tabindex=\"0\" role=\"button\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png\" sizes=\"(max-width: 217px) 100vw, 217px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-85x85.png 85w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-100x100.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-50x50.png 50w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-150x150.png 150w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png 900w\" alt=\"\" width=\"217\" height=\"216\" data-attachment-id=\"60708\" data-permalink=\"https:\/\/businessesgrow.com\/uprising\/speaking-shot-mark-schaefer-2\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png\" data-orig-size=\"900,894\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Speaking shot Mark Schaefer 2\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png\" \/><strong>Need a keynote speaker?<\/strong>\u00a0Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world\u2019s bestselling\u00a0<a href=\"https:\/\/businessesgrow.com\/social-media-marketing-books\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing books,\u00a0<\/a><\/em><em>a college educator, and an advisor to many of the world\u2019s largest brands.\u00a0<a href=\"https:\/\/businessesgrow.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contact Mark<\/a>\u00a0to have him bring a fun, meaningful, and memorable presentation to your company event or conference.<\/em><\/p>\n<p><em>Follow Mark on\u00a0<a href=\"https:\/\/twitter.com\/markwschaefer\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/markwschaefer\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UCHeqwN52RM7GIrKEE5INpng\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>, and\u00a0<a href=\"https:\/\/www.instagram.com\/markwschaefer\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new music video took the advertising industry by storm but if you study this marketing case study carefully, you&#8217;ll see something more than an ad. It&#8217;s a demomnstration of disruptive marketing.<\/p>\n","protected":false},"author":36,"featured_media":90173,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[11,64,80,27,57,30,36,3113,2370,67],"tags":[1843,2150,1682,125,2011,350],"class_list":["post-90151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-case-studies","category-content-marketing","category-internet-marketing","category-marketing-best-practices","category-marketing-strategy","category-research","category-trending","category-word-of-mouth-marketing","category-youtube-and-video","tag-apple","tag-content-discoverability","tag-content-ignition","tag-content-marketing-2","tag-content-marketing-best-practices","tag-mark-schaefer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dissecting Apple&#039;s disruptive marketing case study - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"A new music video took the advertising industry by storm but if you study this marketing case study carefully, you&#039;ll see something more than an ad. 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