iPhone 3G in the Swedish Blogosphere
Campaign Evaluation Example

694 Posts about iPhone 3G Launch June 9
132 posts Top Influential Bloggers
120 posts
(Ranking: in links X mentions)
340 Bloggers Writes an Average of 1,9 Posts
252 Bloggers Covers Launch Day and the Day After
Source: Twingly

1071 Posts about iPhone 3G Sales Launch July 9
Top Influential Bloggers
204 posts
164 posts
(Ranking: inlinks X mentions)
473 bloggers writes an average of 2,1 posts per blog
266 bloggers covers launch day and the day after
Source: Twingly

Launch - Geeks & Cool Cats Watches Keynote Speak
Artisans trust their impulses, want to make a splash, Rationals trust logic, yearn for achievement, seek
seek stimulation, prize freedom, and dream of knowledge, prize technology, and dream of
mastering action skills. /D. Keirsey understanding how the world works. /D. Keirsey
Artisans (concrete & independent)
Idealists trust their intuition, yearn for romance, seek Guardians trust authority, join groups, seek
their true self, prize meaningful relationships, and security, prize gratitude, and dream of meting out
dream of attaining wisdom.. /D. Keirsey justice. /D. Keirsey
Source: Twingly

Sales Launch: Cool Cats Dominates Product Reviews
Artisans trust their impulses, want to make a Rationals trust logic, yearn for achievement,
splash, seek stimulation, prize freedom, and dream of seek knowledge, prize technology, and dream of
mastering action skills. /D. Keirsey understanding how the world works. /D. Keirsey
Idealists trust their intuition, yearn for romance, Guardians trust authority, join groups, seek
seek their true self, prize meaningful relationships, security, prize gratitude, and dream of meting out
and dream of attaining wisdom.. /D. Keirsey justice. /D. Keirsey
Source: Twingly

Communication Style vs Audience Profiles
Launch Sales Launch
e e
tyl
S Technology and Design! The phone is S tyl
Action and Expectations! TBWA:s
launched at Apple Keynote - the trick is to both advertisment is in the action movie genre with
appeal to the Geeks (Rationals) with hard core tech typical voice over and pumping music and tuff
facts and the Cool Cats (Artisans) with smashing looking men in a cold hi-tech environment.
design features.
Moving people in an action setting! The
Visual presentation and facts! Both design advertisement appeals to dreams of beeing an
and technological features are most effectively action hero with cool and versatile gadgets - the
conveyed via a visual presentation like Steve Jobs iPhone could have been something invented by Q
Keynote speak. The focus lies on the phone and for James Bond!
not the presenter.
e e
nc nc
d ie die
Au Rationals trust logic, yearn for achievement, Au Artisans trust their impulses, want to make a
seek knowledge, prize technology, and dream of splash, seek stimulation, prize freedom, and dream of
understanding how the world works. /D. Keirsey mastering action skills. /D. Keirsey