The Opportunity
To support the AirPods ecosystem campaign, highlighting the magical experience of AirPods working seamlessly with their ecosystem.
The Approach
Target the on-the-fence target audience to convince them that AirPods is the essential product needed in their Apple arsenal. Whether it's the convenience of hands-free calls or the joy of music without limitations.
The Solution
Nodding to the iconic AirPods silhouette we produced a narrative based component for the UK AirPods family page, going beyond just the basic features of the product, whilst being cognisant of the buy flow and the length of the page.
Role Creative Director of Visual Design
Agency House337
Year 2022
early concepts, ART DIRECTION & pivot
Originally we were to be supplied 6 videos highlighting AirPod and ecosystem features. Many concepts were devised with video in mind – Interactive videos, play video on scroll etc. However, it was soon clear the assets were not going to be delivered on time, therefore we had to pivot quickly, creating our own photoshoot and devising a static image solution.
It was really important to capture and nod to the iconic AiPods silhouette but yet bring it’s own look and feel and whilst being mindful of the AirPods positioning so they are always in view.
CAROUSEL SOLUTION
There were two main considerations. Reduce page scrolls (due to the lack of users scrolling to the bottom of very long brochure type webpage) and to not hinder the buy flow, as Apple wanted to pivot the site to a more sell model rather than a brochure wear model. Therefore, after many many ideas and stakeholder meetings, we landed on a component highlighting the features in a visually compelling way to encourage more interactions.
DRIVER CONSIDERATION
Depending on which media the user clicked the the corresponding creative was bubbled up to the top of the carousel maintaining consistency and relevance.
RESULTS
By really sweating the details of the interactions, storytelling and continuously iterations, the component was a success and has been used as a best in class case study for the new future Apple.com.
Doubled the average story view of carousels from 24% to 49%.
1.6 million visits, an increase of 145% of which 18% scrolled the whole carousel.
13% higher non bounce rate.
16% more buy flow visits.