Creative Strategy
Brand Experience
Content + Amplification
WWDC
As with so many things, 2020 forced Apple to look at new ideas and new formats for its Worldwide Developer Conference — the single most important moment for Apple to launch new software innovations and communicate with third party developers on the ways they can use these innovations in third party app design and development.
This was especially the case for the 80+ hours of in-person educational sessions that every year help inform developers on ways to apply the latest software innovations — and in turn helping them create the next generation of exciting consumer apps.
A peak behind the curtain
By making Apple Park a character in the creative, developers got to see something they never could at the in-person conference, a glimpse inside Apple’s campus, something few outsiders have ever had the chance to see.
A top tier creative team assisted in the design of the look and feel, the performance, and ways to pull through the unique personality of each engineer to maintain the personal connection between Apple and its developers. It was a surprise and delight — so social chatter erupted with anticipation and excitement when this was announced on stage during the Keynote. The response from the community was undeniable:
96% positive social listening
Which set the bar high for 2021 — where we brought the same production quality, but with our main character this time being the engineer. How could we let their personality shine through, not just for Sessions, but also for the Platforms State of the Union.
The results spoke for themself
In a first time survey issued in 2021 that garnered near 10,000 responses, developer satisfaction feedback for Sessions (93%) and State of the Union (87%) exceeded even that than Keynote (84%). Among the key qualitative notes: developers commented specifically about the high production value, the accessibility of the content despite its technical nature, the organization and relevance, and finally their takeaways, which was not only focused of technology implementation, but development in general.
