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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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After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.   May 2022 Overview Looking through the top searched phrases in May 2022, it is difficult not to fixate on the topics that may upset our safety.  From the JIF Peanut Butter recall to the outbreak of Monkeypox to the Cryptocurrency crashes, there were many top queries where information was needed to understand the issue and take proper courses of action.   On the flip side, there are many phrases that reinforce our desire to learn more about events.  The Met Gala was a top queried topic for two days in a row to start off the month. Two horse races and two car races also made the daily top 3 in May - another sign that these annual events are reestablishing their hold on our attention like they did before the pandemic. Lastly, we cannot ignore that the tragic mass shooting events in both Buffalo and Uvalde, TX drove people to Google to learn more. Both events claimed the top queried phrases on the days they occurred and we’ll analyze what Google Trends reported on May 14th and 24th.   Five Wonderful Holidays In Month Number 5 Holidays always propel search volume from users seeking more information about the day.  Here are the top 5 from May: May the 4th be with you - 5/3/2022 - 500,000+ queries Cinco de Mayo - 5/4/2022 - 2,000,000+ queries Mother's Day - 5/7/2022 - 10,000,000+ queries Happy Mother's Day - 5/8/2022 - 2,000,000+ queries Memorial Day - 5/29/2022 - 10,000,000+ queries  The unofficial Star Wars day starts the list on the 4th, even though Trends reported it on the 3rd.  Mother’s Day gets two appearances on our list. The one on the 7th was driven by clicks to a Google Doodle. Memorial Day finished off the month with a Doodle of its own. The team dug a little deeper into Cinco de Mayo since it also made the list.  Here’s the chart of search interest into this holiday over the last 5 years: With a dip in popularity in 2019, the topic has seen increasing search volume since then. AMP Agency wrote a blog post about Recalibrating Cinco de Mayo with information about the holiday and how we as marketers can promote celebrating the holiday responsibly.  This notion may be driving some increased search interest in the holiday as people seek more information about it.   Top Queried Video Entertainment It was a low month for the number of film titles or TV shows making the daily top 3 in May 2022.  Here are the three queries that made it. Dr Strange - 5/5/2022 - 2,000,000+ queries Stranger Things season 4 - 5/26/2022 - 2,000,000+ queries Fantastic Beasts - 5/30/2022 - 200,000+ queries The latest installment of the Marvel movie franchise was released near the beginning of the month. We don’t think Dr. Strange will be the subject of the biggest money making film of the summer.  That honor, we predict, will go to Thor. Check out this prediction and more in our Summer 2022 Trends report. The long awaited Stranger Things Season 4 debuted on May 27th and Fantastic Beasts: The Secrets of Dumbledore started streaming on the 30th.   Met Gala After a cancellation in 2020 and a delayed to September event last year, The Met Gala returned to its typical May timeframe and drove users to see the latest in haute couture. Met Gala 2022 - 5/1/2022 - 1,000,000+ queries Met Gala 2022 - 5/2/2022 - 5,000,000+ queries Comparing the daily query numbers to years past, the 5 million plus reported on May 2nd is the largest of the past 4 years.  This event’s popularity has hit a new high if we use search volume as our measure.   News Items Since there were a large number of queries for news items, we decided to include this list in our report for May 2022. 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Vance - 5/3/2022 - 500,000+ queries Jen Psaki - 5/5/2022 - 500,000+ queries Pennsylvania primary - 5/17/2022 - 1,000,000+ queries Madison Cawthorn - 5/17/2022 - 1,000,000+ queries Beto O'Rourke - 5/24/2022 - 1,000,000+ queries The keyword with the most search volume of this list is Roe v. Wade, which was queried because of a leaked draft opinion that suggests the court will overturn the 1973 decision. It is reported that a decision will be made in June 2022 so we will report on what Google Trends published in our next report.   Crypto Collapse We can mark May 2022 as a month where the value of cryptocurrency took a tumble. Luna crypto - 5/10/2022 - 200,000+ queries Coinbase - 5/10/2022 - 200,000+ queries Bitcoin - 5/11/2022 - 500,000+ queries Each of these phrases is related to a drop in the value of these coins/companies.  We will continue to monitor the trends related to this subject in the months ahead.   NBA Playoffs and Finals The NBA playoffs has been a hot topic throughout the month of May 2022.  Here we present only the phrases that received 1 million queries or more that are NBA related - there are 19 of them: Warriors vs Grizzlies - 5/1/2022 - 1,000,000+ queries Celtics - 5/9/2022 - 1,000,000+ queries Warriors - 5/9/2022 - 1,000,000+ queries Warriors - 5/11/2022 - 1,000,000+ queries Miami Heat - 5/12/2022 - 1,000,000+ queries Celtics - 5/13/2022 - 2,000,000+ queries Warriors - 5/13/2022 - 1,000,000+ queries Suns - 5/15/2022 - 2,000,000+ queries Celtics - 5/15/2022 - 2,000,000+ queries Celtics - 5/17/2022 - 2,000,000+ queries Dallas Mavericks - 5/18/2022 - 1,000,000+ queries Celtics - 5/19/2022 - 1,000,000+ queries Celtics - 5/21/2022 - 1,000,000+ queries Warriors - 5/22/2022 - 1,000,000+ queries Celtics - 5/23/2022 - 1,000,000+ queries Celtics - 5/25/2022 - 1,000,000+ queries Warriors - 5/26/2022 - 2,000,000+ queries Celtics - 5/27/2022 - 1,000,000+ queries Celtics - 5/29/2022 - 2,000,000+ queries Trying to stay objective here, but as Celtics fans, we’re totally caught up in the search interest of this topic this year.   What We Call Soccer What the rest of the world calls football is popular here in the States, at least from a search perspective. Real Madrid vs Man City - 5/4/2022 - 1,000,000+ queries Liverpool - 5/14/2022 - 500,000+ queries Liverpool - 5/22/2022 - 500,000+ queries Champions League - 5/27/2022 - 2,000,000+ queries Argentina vs Italy - 5/31/2022 - 500,000+ queries Since the World Cup is scheduled for November of this year, we predict that month will be filled with football-related queries. You have been warned.   Horse Racing With in-person sports events back to full capacity, the query volumes for the famous horse races in May have recovered: Kentucky Derby 2022 - 5/6/2022 - 5,000,000+ queries Kentucky Derby 2022 horses - 5/6/2022 - 500,000+ queries Preakness 2022 - 5/20/2022 - 1,000,000+ queries We found it interesting that there was a specific keyword about the horses in this year’s Kentucky Derby. Then again, with online gambling becoming legal in more states, this instance may not be so surprising.   Car Racing Not just horses but also cars, racing was popular in May 2022. 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If you’re curious, the “How Might We…” (HMW) framework for creative problem solving originates back to the work of Sidney J. Parnes, Ph.D, in his Creative Behavior Guidebook published in 1967. Dr. Parnes referred to the framework as “Invitation Stems” or “How Mights”. Dr. Parnes' work also led to the additional questions of “How might I?”, “How might you?”, “How might our team?”, and “How might our customers?”. Today, HMW remains one of the most powerful tools for kicking off a process of “challenge mapping.” “How might we…” is the kind of question that lacks hard requirements at first and can feel unanswerable. However, if you get the right people engaged, the answers that surface will lead to progress.    How does AmpXD tackle HMW Questions? We start by making sure that the whole team understands the question and starts on common footing. Some follow up questions may be necessary. Have we answered an HMW question like this for other clients or internally at AMP?  Can we rely on past experience or will the answer require us to build from scratch?  What perspectives will be required to generate the right answer? Engineering? Design? Content? Business objectives? Next, we assemble the team. The best HMW teams represent all who stand to benefit from the answer as well as those who could help us get there. They are a cross section of the organization as well as users, customers, and subject matter experts. Whether you use an agency like AMP or decide to go it alone, there are a few key attributes that each team member must have. Each team member needs to be open, have broad and relevant expertise, and be fearless about sharing ideas and opinions in public.  The last consideration for a successful outcome is access. The team will need access to: One another Leadership  Information Insight into what is possible.    Now that the team is assembled, what can we expect? Answers! If you’ve done the work to fully understand the question, assemble the right team, and provide access to resources, you can expect progress. Once we have a set of answers to our HMW question, we can start to sift for the right one.  Each answer must be measured against cost and timeline estimates. If you’ve come to the right answer, everyone will know it. If you don’t find the right answer, often you’ll be left with a new, better HMW question to work with. 

  AMP Agency’s Top Trends of Summer 2022 Predictions Report   AMP Agency has published a report as a part of their Search Insights service. This report is available for download and provides audience insights to help inform your marketing and business decisions for the coming season.   AMP Agency’s VP of SEO John Krochune thinks that search interest is a strong indicator of future trends.  “My team and I dive deep into historical search query data, using a variety of tools, to uncover trends. I think this public set of audience data is being underutilized in marketing and we are publishing this report to provide a wealth of information that other sources may not provide.”   The Top Trends of Summer 2022 report has insights on 40 topics across 8 different categories including travel, fashion, and entertainment.  The data presented in the report is pulled straight from Google’s Keyword Planner (US only) and is paired with our analysis of why we think the topic will increase in popularity this summer.   Download our Summer Trends report and learn more about our hot predictions for this coming season.