Apple’s Secret Weapon Is … Zooey Deschanel?
May 16, 2012
Apple’s newest iPhone 4S ads are a hit with consumers, proving once again that Apple and celebrities mix quite nicely thank you very much. However, in this case, men are the ones that seem to be reacting most positively to the new ads, according to YouGov BrandIndex’s new Buzz score.
On April 19, Apple unveiled two new ads featuring Zooey Deschanel and Samuel L. Jackson. Since then, the iPhone is scoring high in the important 18-34 year old category that marketers love. In doing so, the iPhone has now pushed ahead of Android in terms of consumer perception.
In the latest report, the iPhone’s buzz score is 38 versus 27 for Android. The average score among all smartphones was 15. This compares to the iPhone’s buzz score of 16 prior to the new ad launches. At that time, Android scored a 26. While the report suggests both sexes look more positively towards Apple since the ads were released, men registered the strongest uptick. For this, the report suggests “The New Girl” star, not Jackson is behind the perception lift.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
