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AMP Agency Sweeps Marketing Awards in Q1 Awards Season

BOSTON, MA – July 22nd, 2016— AMP Agency, a full service  integrated marketing agency specializing in digital and experiential activations, announced its final award acceptance for the Q1 2016 award show season. AMP Agency is honored to have been nominated for 1 MITX award for their work with the LifeStyles/ SKYN brand, and to have won 1 MITX award for their work with L’Oreal’s Garnier brand, as well as 2 Reggie awards, 1 EX award and 1 PRO award.

In partnership with Lifestyles/ SKYN, AMP developed a 360 degree campaign designed specifically for Millennial men through a mix of digital, events, and partnerships. To get into the hearts and minds of the Millennial audience, AMP developed a custom, nationally distributed survey that served as the backbone for the campaign, driving everything from the places the brand showed up in, to the content served, to the time of day the audience saw the message, to the ambassadors who embraced the brand. Through gaining a deep understanding of the audience, SKYN and AMP were able to create a conversation with Millennials in a way that set the brand apart from the competition.

Awards won for this work included:

  • MITX Awards- Finalist- Best Marketing to Millennials Campaign

“On behalf of the entire team at Ansell Healthcare, we are honored to be recognized by MITX for our work connecting with Millennials across both the SKYN and LifeStyles brands,” said Matt Jacobs, GM, AMP Agency. “We’re committed to engaging young people in conversations around sex and sexual wellness – and sometimes that just happens to take the form of a safe sexting emoji keyboard.”

Together, Garnier and AMP executed a campaign with traditional experiential marketing at its core, targeting 18-24 year old Millennials. The campaign,  #GarnierMusic, made a giant splash at the nation’s hottest music festivals, and focused on providing millennials with one of the things they want most during festival season: style. To do this, AMP created the Garnier Salon, a custom-built hair washing and styling activation that had influencer integrations and on-site sampling at five of the nation’s top music festivals. The #GarnierMusic program was named the most popular destination at all festivals it visited, and a “not to miss” by numerous notable blogs and publications, generating over 121M impression over the course of the summer.

Awards won for the #GarnierMusic campaign included:

  • Reggie Silver Award – Best Age-Specific Campaign
  • Reggie Silver Award – Best Experiential Marketing Campaign (Budget Over $1M
  • EX Gold Award – Best Sampling Campaign
  • MITX Award – Winner, Best Marketing to Millennials Campaign
  • PRO Award – Winner, Best Sampling Campaign

“These announcements are especially humbling, as these awards are extremely competitive and this year’s competition was fierce,” says AMP’s CEO, Gary Colen.

To learn more about the work, click here.

ABOUT AMP AGENCY

AMP Agency is a full service marketing agency with offices in Boston, Los Angeles and New York. At AMP, we believe in better ideas created a different way. It’s in our heritage. Through the years, we’ve morphed from a non-traditional marketing agency into a full-service shop. Today, we’re a 200+ team of intellectually curious individuals who are eager to solve your business challenges.

We're proud to work with amazing clients including industry leaders like Maybelline New York, Hasbro and Ansell Healthcare. To learn more, visit https://www.ampagency.com

ABOUT GARNIER

For over 100 years, Garnier has created innovative, performance-driven products covering all types of beauty needs. Present in more than 65 countries, the brand draws its strength from its young and resolutely optimistic spirit. Garnier’s expertise has expanded to cover several areas in the beauty field with iconic and world renowned products in haircare, styling, hair coloration, skincare and more. At Garnier, we embrace individuality by creating must-have products that harness the power of nature and technology to help everyone look good and feel better every day.

ABOUT LIFESTYLES

LifeStyles® brand condoms have been a trusted product line on the market for over 30 years. LifeStyles was the first condom brand to target women, the first to advertise on MTV, and the first condom manufacturer with a website on the Internet. While the brand has evolved and changed over time, LifeStyles has always stood for safety and reliability, and we are committed to making safe sex fun by offering new and unique products to meet every need and desire.

ABOUT THE REGGIE AWARDS

Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best marketing campaigns activated by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by "making the cash register ring” with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the "best-in-class” from the Gold category winners. It is the most honored award in the Brand Activation industry, recognized as the crème de la crème in the marketing world.

ABOUT THE EX AWARDS

The EX Awards is the world’s largest recognition program for experiential marketing with 23 categories spanning every type of brand experience.

ABOUT THE MITX AWARDS

The MITX Awards show is the largest and most prestigious annual awards competition in the country for technology and digital innovation. The categories in this year’s program showcase the disruptive marketing, creative, and emerging technologies happening in New England.

ABOUT THE PRO AWARDS

Now, in its 26th year, The PRO Awards is the gold standard for excellence in promotional marketing. Recognizing outstanding promotion marketing campaigns—from events/experiential and multicultural, to entertainment and local.

 

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Google Search Trends Insights August 2020

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Out of the 93 phrases we collected, 34 were about sports subjects, with the majority related to the NBA and European soccer. Keyword phrases related to the entertainment industry were a popular subject matter with a few movie trailers driving searches. Lastly, August had a few breaking news stories that compelled users to seek more information via Google.     Google Doodles As is typical, many of the keyword phrases that drove over 10 million queries in a day were connected to Google Doodles. These queries are recorded whenever a user clicks on the Doodle and is brought to a result page for the user to learn more about the subject. Vicki Draves - 8/2/2020 - 10,000,000+ queries Julius Lothar Meyer - 8/18/2020 - 10,000,000+ queries Barbara Hepworth - 8/24/2020 - 10,000,000+ queries Vicki Draves was the first Asian American woman to win an Olympic medal, and the Doodle was published to celebrate the day she won gold in the women’s 3-meter springboard event at the London Summer Olympics. Julius Lothar Meyer was a German Chemist who had a hand in developing the periodic table of the chemical elements. The Doodle was in honor of his 190th birthday. Barbara Hepworth was an English abstract sculptor and the Doodle commemorated the day that she established her art studio. Although there is no marketing angle to these types of phrases, it is notable how many queries are driven by users interacting with the Doodle.  Political Queries Since this is a Presidential election year, we are seeing an increase in the number of queries related to US politics making the daily top 3. Here is the list of the most popular ones from last month:  Kamala Harris - 8/10/2020 - 10,000,000+ queries Michelle Obama - 8/17/2020 - 1,000,000+ queries Steve Bannon - 8/20/2020 - 1,000,000+ queries Kellyanne Conway - 8/23/2020 - 2,000,000+ queries Kimberly Guilfoyle - 8/24/2020 - 2,000,000+ queries Kamala Harris drove the most queries on the day it was announced she would be Joe Biden’s running mate. Michelle Obama and Kimberly Guilfoyle made the top 3 on the days they made speeches during political conventions. Steve Bannon was arrested for fraud and Kellyann Conway announced that she was leaving her post in the Trump administration. We will continue to monitor phrases related to politics and report if their query volume continues to increase as we get closer to Election Day. Breaking News Topics   As news breaks and people seek more information on topics they learned from other media or from word-of-mouth, queries surge in Google. In August, we had a good number of queries that had over 5 million queries in a day.   Beirut explosion today - 8/4/2020 - 10,000,000+ queries Beirut - 8/4/2020 - 5,000,000+ queries Kenosha shooting - 8/23/2020 - 5,000,000+ queries Hurricane Laura - 8/25/2020 - 5,000,000+ queries Hurricane Laura - 8/26/2020 - 5,000,000+ queries The Beirut explosion drove two queries on the 4th, and we found it interesting to see the search refinement of “explosion today” had more reported volume than the city name. We believe the results returned on the city-name only keyword of “Beirut” were not matching the intent of the query and users were refining their search to find results related to the devastating explosion. The shooting in Kenosha and Hurricane Laura over two days received over 5 million queries. Google continues to be a resource for people to find more information for important news stories. 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This year, the awards were a little more popular than they were last year in terms of search volume. Although the awards show saw an increase in 2020, it has been driving less queries over the past 5 shows with a peak in 2016.  The remaining top Entertainment Industry related phrases are driven by celebrity news. Specifically, Niecy Nash got married and users wanted to know more about her nuptials. Lastly, as we have reported in the past, celebrity deaths are big drivers of search queries and the passing of Wilford Brimley and Chadwick Boseman were the most noteworthy last month.   NBA Dominating Sports Queries As stated in the overview, sports-related queries took up a third of our overall list of keywords we captured from Google Trends last month. Of the sports-related keywords, the NBA was a top topic. Here are the phrases related to the NBA from August 2020: Lakers vs Pacers - 8/8/2020 - 200,000 Blazers - 8/13/2020 - 500,000 Grizzlies vs Trail Blazers - 8/15/2020 - 500,000 NBA Playoffs - 8/17/2020 - 1,000,000 Clippers - 8/17/2020 - 500,000 Lakers - 8/18/2020 - 2,000,000 Clippers - 8/19/2020 - 500,000 NBA Draft Lottery - 8/20/2020 - 1,000,000 Lakers - 8/21/2020 - 500,000 Kobe Bryant - 8/22/2020 - 2,000,000 Luka Doncic - 8/22/2020 - 500,000 NBA boycott - 8/26/2020 - 1,000,000 Cliff Robinson - 8/29/2020 - 1,000,000 It’s interesting to note that in August, two other major sports leagues (MLB, NHL) were playing live games. If search query volume can be used as an indication of popularity, the NBA is the most popular of these three leagues. With the NFL kicking off in September, we’ll see how the NBA fares in the daily top 3. Stayed tuned for next month’s article to see for sure. Thanks for reading. If you liked this article, we invite you to learn more about our SEO services,  Until next month.

NETA Digital Marketing Webinar Recap

Our own Samantha Thu, Media Director, recently led a webinar for The National Educational Telecommunications Association (NETA), a professional association representing 277 member public broadcasting stations in 46 states, the Virgin Islands and the District of Columbia. NETA provides leadership, general audience content, educational services, professional development and trusted financial management services, including human resources and benefits administration, to individual public media licensees, their affinity groups and public media as a whole. The focus of the webinar was on today's ever evolving media landscape and examining digital media specifically as it has become an essential element in marketing strategies, esp. for public broadcasting which historically relied on public relations, community outreach and traditional media channels to promote programming, events and fundraising efforts. Many of the stations handle their marketing needs in-house with limited resources and small budgets, with few having the expertise and opportunity to test into paid media.  With limited funding, stations primarily utilized organic social and Google Ad Grants for nonprofit organizations.  The burning question at hand was “where to start?” With nearly 130 registered individuals from various roles ranging from Marketing Operations to Analytics to Communications and Public Relations, the session kicked off with a simple poll to gauge how familiar people were with digital advertising. An overwhelming majority of attendees were not familiar with digital paid media advertising; 80% responded they know enough or a little.  Meanwhile, 50% responded that they handle all digital advertising in-house, with only 2 responses that noted they actually partner with an ad agency for their media efforts. To bring it back to the basics, the development of a digital media strategy was the first topic discussed, covering how to understand and research current media consumption trends, remaining nimble in your channel presence to capitalize on where the eyeballs are and when they are most engaged.  There are key questions that must be addressed to ensure there is alignment with not only goals and objectives, but how this will be accomplished from a targeting, messaging and measurement perspective and the applicable roles and responsibilities within the organization who will be the subject matter experts for each of these focuses. The webinar continued to dive into various buying methods for digital media as many attendees expressed being overwhelmed with the multitude of options out there, such as direct digital buys vs. programmatic, paid social vs. boosted posts, and how to remain current with trending advertising options and find the best ad placements.  A high-level punch list of digital media buying tips included the following: 1.) Start with a general focus Rather than pay for large inventory, advertisers hoping to reach consumers’ interest can bid for the right audience and the right time. Programmatic not only makes ads more relevant to consumers it also helps publishers to sell inventory in a more valuable way for advertisers. 2.) Identify your target As with any advertising strategy, digital or otherwise, marketers need to establish clear objectives and a well-defined target audience. If you have a specific product or service to promote, or if you’re simply trying to amplify brand awareness on social media, you need to make sure that you’re reaching the audiences that are most apt to listen to your message. Otherwise, you’re wasting your time. Start by determining demographic data, such as the gender, age, and location of your audience. After gathering that information, you can begin planning how and where to allocate your ad spend. 3.) Prioritize transparency Most digital media buyers don’t bid on blind inventories; you should know where you are running, for brand safety purposes but to also ensure premium content environments. For that reason, it’s important to segment your audience and provide buyers with as much data as possible. 4.) Don’t Overlook Mobile  The behavioral capabilities of programmatic buying technologies are strongly linked to cookies. Which is a problem when it comes to mobile, since there are no cookies on mobile devices. 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How To Create Voice Marketing Strategy For Brands

Many brands are beginning to look at how they can express their brands through voice apps. With the maturing of voice to text technology and the growing prevalence of voice activated devices in our homes and pockets, the time is now to create a voice marketing strategy. In this article, we discuss the steps a brand can take to best express itself through a voice experience and explore some real-world examples.  How To Create a Voice Marketing Strategy At its core, a voice marketing strategy is defining how a brand can reach its audience as they interface with voice-enabled technology.  To set up this strategy, three main areas need to be discussed and understood.   A brand should have a good sense of how their audience is using voice technology in their day to day.  Knowing what the audience is seeking via voice queries or commands will help to shape the brand’s strategy.   A brand should understand what part of its overall marketing and/or communication strategy would work well on voice-enabled technology. If there is information that has been deemed important in other marketing channels  to deliver to the audience that can be satisfied by answering natural language questions, this type of communication may be a good candidate for a part of a voice marketing strategy.   A brand should bring to light any part of the marketing strategy that would fit in the unique format of a voice-enabled experience. Using the framework of voice technology can provide brands with new touchpoints to increase and strengthen audience engagements. Examples of Voice Marketing Strategies In Action Brands often find inspiration for their own strategy (or counterstrategy) by reviewing other applications already in the marketplace. Here are some examples of voice strategies in action.  Voice Marketing In Customer Service Voice assistants by definition are set up to “listen” for input from someone asking a question or stating a command and providing a response through the interpretation of that input. Backed up with AI, voice enabled technology can provide great support for your brand’s customer care unit.  They can handle many of the frequently asked questions from your audience, providing quick answers when needed. Typically designed as chatbots, these applications can improve your brand’s efficiency and productivity.  Since they can be available 24/7. Voice enabled services can provide helpful services to your audience whenever they need them. Chatbots can save up to 30% in customer support cost and can help businesses save on customer service costs by speeding up response times and answering up to 80% of routine questions.  In addition to the efficiency that comes from the speed of answers and “always-on” services, the audience queries can be used to create helpful content in other areas to improve customer relations in other brand touchpoints. Voice Marketing In Search Optimizing your website for voice activated searches is becoming more important than ever as more people use devices with Google Assistant by speaking their queries. Most often, a featured snippet in Google’s search result is the answer to a voiced query. Featured snippets appear at the top of organic results and receive an 8.6% click through rate.  Conducting research on natural question queries that are related to your brand is the first step for voice search.  Once you have a list of query targets, you can use a tool like SEMRush to see which of those queries trigger a featured snippet result.  From there, you can make changes to your site so that your site’s information is presented in that spot of Google results; therefore, putting your brand’s content as the script that Google reads back to the person who asked the query. Some of the changes to the site you can make include creating bullet point lists that answer natural language questions succinctly.  Beyond this initial strategy, brands who are focused on a voice search marketing strategy make a plan to create pages that are designed to quickly answer important audience questions as they discover them through analyzing their site’s data and audience surveys. Voice Marketing In Applications Brands are developing applications that are made available on marketplaces such as Google and Amazon. Each of these marketplaces have different names for the applications that live on their platforms - Skills are for Alexa and Actions are for Google.  These applications are stand-alone entities and can be used to expand the brand’s reach in new ways. Many voice apps provide information that compliments the products they sell like Tide with their app that has advice for removing 200 different kinds of stains or Patron Tequila’s app that has personalized cocktail recipes. Other apps like Domino’s allows people to order a pizza and get it delivered to them with a voice command. The landscape for voice apps is still in its early stages and is ripe for innovation for brands that want to take advantage of this new frontier. Voice-enabled devices and applications can provide brands with another intimate touchpoint to reach and engage their target audience.  AMP Agency can assist any brand that is looking to create their voice marketing strategy along with developing and implementing a plan to make it come to life.