{"id":23963,"date":"2025-05-27T19:04:38","date_gmt":"2025-05-27T19:04:38","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=23963"},"modified":"2025-05-28T15:48:19","modified_gmt":"2025-05-28T15:48:19","slug":"creativity-by-apple","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/creativity-by-apple\/","title":{"rendered":"\u201cCreativity Goes On\u201d: How Apple Eased Hard Times With a Soft Sell"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Powerful pandemic timing.<\/b><span style=\"font-weight: 400;\"> Apple&#8217;s campaign celebrated human resilience and creativity during global lockdowns. They positioned their products as essential tools rather than luxury items.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Authentic user stories.<\/b><span style=\"font-weight: 400;\"> The campaign featured real people using Apple products in their homes. The ads created a genuine emotional connection with viewers who were experiencing similar circumstances.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand reinforcement.<\/b><span style=\"font-weight: 400;\"> Apple strengthened its brand identity as an enabler of creativity while avoiding any perception of exploiting the crisis.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">When COVID-19 lockdowns brought the world to a standstill in March 2020, Apple launched a campaign that struck exactly the right chords of sensitivity and emotional resonance while remaining true to its brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While other companies scrambled to adjust messaging or went silent, Apple delivered &#8220;Creativity Goes On,\u201d a heartfelt homage to human ingenuity that resonated with millions who were suddenly stuck staring at four walls.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/5Q2yLC0WOcs?si=in1zXibcpasOXb4C\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><i><\/i><br \/>\n\u201cCreativity Goes On,\u201d 2020.<\/center><\/p>\n<h2>Background: Global Lockdown<\/h2>\n<p><span style=\"font-weight: 400;\">The pandemic created an unprecedented marketing challenge. Brands risked appearing tone-deaf or opportunistic if they continued business as usual. But remaining silent meant losing relevance during a critical moment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple faced additional challenges:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Economic uncertainty.<\/b><span style=\"font-weight: 400;\"> Unemployment was skyrocketing, and financial futures were in doubt. Premium-priced purchases risked seeming frivolous or out-of-touch.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Retail disruption.<\/b><span style=\"font-weight: 400;\"> Apple Stores, a cornerstone of their customer experience, were closed worldwide.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Production constraints.<\/b><span style=\"font-weight: 400;\"> Supply chain issues threatened product availability just when digital devices became more essential than ever.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Instead of retreating, Apple chose to acknowledge the moment authentically. Instead of promoting specific products, their ads showed how Apple&#8217;s ecosystem was helping people adapt to a dramatically changed world\u2014from bedroom Beethoven performances to FaceTime family dinners.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23965 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Oprah-sitting-at-a-table-on-a-FaceTime-videocall-as-part-of-Apples-campaign.jpg\" alt=\"Oprah sitting at a table on a FaceTime videocall as part of Apple's campaign\" width=\"780\" height=\"439\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Oprah-sitting-at-a-table-on-a-FaceTime-videocall-as-part-of-Apples-campaign.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Oprah-sitting-at-a-table-on-a-FaceTime-videocall-as-part-of-Apples-campaign-300x169.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Oprah-sitting-at-a-table-on-a-FaceTime-videocall-as-part-of-Apples-campaign-768x432.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Campaign Overview<\/h2>\n<p><span style=\"font-weight: 400;\">Apple released a two-minute video on April 13, 2020, just as many countries were experiencing their first full month of lockdown measures. They distributed it across their website, YouTube channel, and social media platforms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s how the campaign came together behind the scenes.<\/span><\/p>\n<h3>Campaign elements<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign consisted of:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Hero video. <\/b><span style=\"font-weight: 400;\">A montage showing real people using Apple products creatively at home during lockdown captured both the chaos and the calm of confinement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Supporting content.<\/b><span style=\"font-weight: 400;\"> Apple created a dedicated section on its website featuring stories of creativity and offering free resources.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Online initiatives.<\/b><span style=\"font-weight: 400;\"> The campaign included virtual &#8220;Today at Apple&#8221; creative sessions and highlighted educational resources for remote learning.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>#CreativityGoesOn.<\/b><span style=\"font-weight: 400;\"> Apple sparked a global conversation by encouraging audiences to share their own creative moments using #CreativityGoesOn.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23966 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/multiple-visual-campaign-elements-aligned-in-a-rectangle.jpg\" alt=\"multiple visual campaign elements aligned in a rectangle\" width=\"600\" height=\"809\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/multiple-visual-campaign-elements-aligned-in-a-rectangle.jpg 600w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/multiple-visual-campaign-elements-aligned-in-a-rectangle-222x300.jpg 222w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">#CreativityGoesOn, Instagram.<\/span><\/i><\/p>\n<h3>Visual and tonal approach<\/h3>\n<p><span style=\"font-weight: 400;\">The video had a distinctly different feel from Apple&#8217;s typical polished aesthetic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It featured:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Home footage.<\/b><span style=\"font-weight: 400;\"> Authentic clips shot on iPhones showing people in their actual living spaces\u2014messy, imperfect, and wonderfully real.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Celebrity cameos.<\/b><span style=\"font-weight: 400;\"> Brief appearances by figures like John Krasinski, Oprah Winfrey, and Lady Gaga using Apple products from their homes\u2014stars, they&#8217;re just like us!<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Diverse creative activities.<\/b><span style=\"font-weight: 400;\"> From musicians collaborating remotely to children attending virtual classes to families connecting over FaceTime.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The piano-driven soundtrack and gentle pacing created a contemplative mood that acknowledged the gravity of the moment while sounding hopeful.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23967 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/young-black-man-playing-the-piano-at-home.jpg\" alt=\"young black man playing the piano at home\" width=\"600\" height=\"801\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/young-black-man-playing-the-piano-at-home.jpg 600w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/young-black-man-playing-the-piano-at-home-225x300.jpg 225w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2>Why It Worked<\/h2>\n<h3>Perfect timing<\/h3>\n<p>The campaign launched when people worldwide were adapting to remote work, distance learning, and virtual socializing. With real-world examples of others doing the same, Apple tapped into the collective experience of that precise moment\u2014when pajamas became work attire and living rooms became classrooms.<\/p>\n<h3>Emotional authenticity<\/h3>\n<p><span style=\"font-weight: 400;\">Unlike performative &#8220;we&#8217;re all in this together&#8221; messaging from many brands, Apple&#8217;s campaign showed, rather than told. It portrayed genuine moments of human connection facilitated by technology\u2014the birthday parties, music lessons, and family gatherings that continued despite closed doors.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23968 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Small-asian-child-writing-on-an-ipad.jpg\" alt=\"Small asian child writing on an ipad\" width=\"780\" height=\"439\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Small-asian-child-writing-on-an-ipad.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Small-asian-child-writing-on-an-ipad-300x169.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/Small-asian-child-writing-on-an-ipad-768x432.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h3>Value reinforcement<\/h3>\n<p>The campaign subtly reinforced that Apple products were not just luxury items but essential tools for creativity, productivity, and connection\u2014especially valuable during isolation. The MacBook became much more than a laptop; it was a portal to the outside world.<\/p>\n<h3>User-generated aesthetic<\/h3>\n<p>Apple is known for meticulously controlled visuals. True to form, they embraced the imperfect aesthetics of home recordings and user-generated content. This aesthetic choice reflected the reality of life during lockdown and created authenticity\u2014bad lighting, awkward angles, and all.<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23969 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/user-generated-content-of-a-young-woman-holding-an-ipad.jpg\" alt=\"user-generated content of a young woman holding an ipad\" width=\"500\" height=\"893\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/user-generated-content-of-a-young-woman-holding-an-ipad.jpg 500w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/user-generated-content-of-a-young-woman-holding-an-ipad-168x300.jpg 168w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<h3>Brand purpose alignment<\/h3>\n<p><span style=\"font-weight: 400;\">Rather than pivot their messaging, Apple deepened their existing brand purpose as enablers of creativity. The pandemic context gave this message new relevance and emotional weight.<\/span><\/p>\n<h3>Product integration without selling<\/h3>\n<p><span style=\"font-weight: 400;\">Apple products appeared throughout the video but were never the focus. This subtle integration showed respect for the gravity of the global situation while still maintaining brand visibility\u2014present but not pushy.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23970 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/four-windows-open-in-a-building-with-a-couple-dancing-inside-one-of-the-apartment.jpg\" alt=\"four windows open in a building with a couple dancing inside one of the apartment\" width=\"600\" height=\"805\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/four-windows-open-in-a-building-with-a-couple-dancing-inside-one-of-the-apartment.jpg 600w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/four-windows-open-in-a-building-with-a-couple-dancing-inside-one-of-the-apartment-224x300.jpg 224w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2>Impact and Results<\/h2>\n<p><span style=\"font-weight: 400;\">While Apple doesn&#8217;t share detailed campaign metrics, &#8220;Creativity Goes On&#8221; generated significant impact.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Media coverage.<\/b><span style=\"font-weight: 400;\"> The campaign received positive coverage in major publications including AdWeek, Fast Company, and The Verge.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Viewer engagement.<\/b><span style=\"font-weight: 400;\"> The video received over 10 million views on YouTube within its first month\u2014a captive audience for a captivating message.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand sentiment.<\/b><span style=\"font-weight: 400;\"> According to Morning Consult, Apple&#8217;s brand favorability grew during the pandemic period while many competitors saw declines.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Financial performance.<\/b><span style=\"font-weight: 400;\"> Despite economic uncertainty, Apple reported strong sales throughout 2020, with particular growth in Macs and iPads as remote work and education drove demand.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23971 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/little-girl-doing-ballerina-pose-with-a-macbook-in-front-of-her.jpg\" alt=\"little girl performing a ballerina pose with a macbook in front of her\" width=\"780\" height=\"439\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/little-girl-doing-ballerina-pose-with-a-macbook-in-front-of-her.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/little-girl-doing-ballerina-pose-with-a-macbook-in-front-of-her-300x169.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/little-girl-doing-ballerina-pose-with-a-macbook-in-front-of-her-768x432.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>How &#8220;Creativity Goes On&#8221; Supported Apple&#8217;s Long-term Strategy<\/h2>\n<p><span style=\"font-weight: 400;\">Despite the direction change, the campaign reinforced several core elements of Apple&#8217;s brand strategy.<\/span><\/p>\n<h3>Product ecosystem integration<\/h3>\n<p><span style=\"font-weight: 400;\">By showing the interconnectedness of Apple devices, the campaign highlighted the value of the company&#8217;s ecosystem approach\u2014particularly valuable when people were confined to their homes. Your iPhone talked to your MacBook, which connected to your Apple TV\u2014a perfect pandemic tech triangle.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23972 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/John-Krasinki-using-a-macbook-at-a-desk.jpg\" alt=\"John Krasinki using a macbook at a desk\" width=\"780\" height=\"439\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/John-Krasinki-using-a-macbook-at-a-desk.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/John-Krasinki-using-a-macbook-at-a-desk-300x169.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/John-Krasinki-using-a-macbook-at-a-desk-768x432.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h3>Creative community connection<\/h3>\n<p><span style=\"font-weight: 400;\">Apple has long positioned itself as the tool of choice for creators. This campaign strengthened that association during a time when creativity provided an essential emotional outlet. It resonated whether you were a professional filmmaker or just documenting your first sourdough success.<\/span><\/p>\n<h3>Services expansion<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign subtly supported Apple&#8217;s strategic shift toward services, showcasing FaceTime, Apple Music, and educational tools\u2014all growth areas for the company.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-23973\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/black-man-in-a-hat-on-a-live-on-social-media.jpg\" alt=\"black man in a hat on a live on social media\" width=\"400\" height=\"710\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/black-man-in-a-hat-on-a-live-on-social-media.jpg 600w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/black-man-in-a-hat-on-a-live-on-social-media-169x300.jpg 169w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/black-man-in-a-hat-on-a-live-on-social-media-577x1024.jpg 577w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/p>\n<h2>Marketer Takeaways<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Meet the moment.<\/b><span style=\"font-weight: 400;\"> Apple succeeded by acknowledging reality rather than ignoring it or exploiting it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Show, don&#8217;t tell.<\/b><span style=\"font-weight: 400;\"> The campaign demonstrated products in use rather than making claims about them.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Adapt execution, not values.<\/b><span style=\"font-weight: 400;\"> Apple maintained its core brand purpose while adjusting how that purpose was expressed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Focus on customer stories.<\/b><span style=\"font-weight: 400;\"> Centering real human experiences created authenticity that resonated during a sensitive time.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Embrace imperfection.<\/b><span style=\"font-weight: 400;\"> Apple&#8217;s willingness to depart from its typically controlled aesthetic created relatability when polished perfection would have felt painfully out of touch.<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">\u201cWe have always deeply believed in the power of creativity. Now, more than ever, we are inspired by people from all corners of the world who find new ways to share their creativity, ingenuity, humanity and hope.\u201d<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; Apple, \u201cCreativity Goes On\u201d official campaign message<\/span><\/p>\n<blockquote><p><b>Media Shower&#8217;s AI marketing platform helps brands craft messages that matter for the moments that matter most.<\/b> <a href=\"https:\/\/www.mediashower.com\/free-trial\"><b>Click here for a free trial.<\/b><\/a><\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    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<img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/05\/young-Asian-girl-in-a-red-dress-taking-a-selfie.jpg\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/viral-on-tiktok\/\">How To Go Viral on TikTok [+ 11 Examples]<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"clearfix\"><\/div>\n\t\t\t\t<\/section>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n","protected":false},"excerpt":{"rendered":"<p>Discover how Apple\u2019s \u201cCreativity Goes On\u201d helped the world through a pandemic with authenticity, sensitivity, and the power of human connection.<\/p>\n","protected":false},"author":113,"featured_media":23964,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23963"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=23963"}],"version-history":[{"count":2,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23963\/revisions"}],"predecessor-version":[{"id":23976,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23963\/revisions\/23976"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/23964"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=23963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=23963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=23963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}