Feature compelling users of the product and engagement with follow.

Apple recently introduced a new advertising campaign titled “Behind the Mac” focused on its Mac computers. The new campaign is slated to be a series of videos that highlight individual stories by creators who have used Macs to “make something wonderful.” The tech giant kicked off the new campaign with a quartet of spots uploaded to its official YouTube channel. The videos feature an eclectic group of creators, including photographer and disability advocate Bruce Hall, music artist Grimes and app developer Peter Kariuki. A straight-forward take on the testimonial genre for Apple, but with the expected brand’s quality and flair. We definitely see this new campaign as a platform for many compelling stories in the months or years ahead. A solid series that straddles product advertising and user benefits…