Artists of Olivia Rodrigo's caliber typically shoot videos with 100K camera packages. iPhone launches typically don't equate to buzz-worthy pop-culture drops. But Olivia's "get him back!" Shot on iPhone music video, combined the best of iPhone's camera features with the best of Olivia's star power.

With ripple effects through music and entertainment, this was an iPhone launch like no-other.

How do you introduce new camera features on iPhone 15 in a way that educates the masses and earns respect from the Pros?

Tap world-famous pop sensation, Olivia Rodrigo, with an album on the way.

Shoot a visual-eye-candy music video that celebrates new iPhone camera features and breaks records on its release.

And most importantly, craft a 360 campaign that shows the iPhone in-action using new features on set. This way, the world knows a pop-star-level music video is possible on the camera that’s already in their pocket.

Watch the waves of impact in culture, from respected industry Pros to Olivia fans, and everyone in-between.

Our goal was simple – put iPhone at the heart of culture. No small feat.

Every iPhone launch, we broadcast the news to Apple’s 32M Instagram followers. But this year, we wanted to go bigger with a 360 social approach to capture new audiences and get iPhone into cultural conversation.

And break our own records, of course.

As Apple’s largest platform, Instagram was our center of gravity, with bespoke in-feed content designed to travel.

We used YouTube as our home base to dive deeper on process, and activated Olivia’s TikTok to speak directly her fanbase.

In a brand first, we invited TikTok creators to set and gave them free rein to shoot their own SOiP content, highlighting the latest camera upgrades through output with BTS from set to support.

And to support it all, paid digital, social and broadcast.

Following the iPhone 15 announcement, Olivia dropped her SOiP music video on YouTube.

In tandem, we shared an Instagram Collab Reel with Olivia, announcing the iPhone 15 and debuting the partnership. On stories, we dove deeper into device with a ‘camera tour’ inspired by Apple’s flagship ‘guided tour’ unpacking the latest upgrades. And to follow up, a stunning stills carousel from set.

On YouTube, we shared a BTS look at process, complimenting the final music video.

In partnership, Olivia shared our content to TikTok and Instagram, unlocking the support of her fanbase and triggering thousands of re-shares that became key to the campaign’s success.

A week later, our TikTok creators dropped their content from set, showing off the camera in action to their fans.

We used paid to scale across Vevo, YouTube, TikTok, X, Reddit and Snap with a 9-day flight. Additionally, we ran a broadcast spot for one month.

Across owned views, paid views, and fan reposts the campaign totaled over 750M views, more than the 2023 Super Bowl and our most viewed Shot on iPhone campaign to date.

Of the 750M views, +61M came from pop-culture fans re-sharing the content across platforms, a never-before-seen phenomenon for Apple that took the content beyond tech and into culture.

On Instagram, the Reel is Apple’s most viewed post of all-time with 17M views. And 63% of the posts reach came from people who don’t follow Apple, proving the power of the partnership and making good on our goal of going beyond Apple fans.

The music video was mentioned in 466 press outlets, with 15% mentioning iPhone, getting us into places Apple doesn’t usually show up and getting iPhone cred.

Our goal was to break our own records, and in the end, we smashed them.