increase year
over year
Apple Card launched with tremendous success. However, over the following quarters growth had slowed significantly. Even though their iPhone user base was massive, the card was primarily popular with Apple “fanboys” who are defined by their adoption of every Apple product, not just iPhones.
We conducted an end-to-end audit of Apple’s Brand messaging, launch efforts, competitors, social data and audience profile. What we discovered was their tech-forward messaging and media choices weren’t aligned with women and their overall shopping experience. With our Brand Playbook, we gave them suggestions on how to win the hearts of this important audience.
When our Brand Strategy Playbook was delivered in May of 2020 there were 3.1 million Apple Card credit cardholders in the US. By May of 2021, Apple Card users more than doubled with over 6.4 million Americans now having an Apple Card. 80% of new customer growth, in this one-year timespan, came from women.