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Nice Try, Fruitcake- A Peek into AMP Agency's Creative Process

Hey! We’re AMP agency, and we like to do things a little differently. For example, this past year our holidays started in October. Not because we haven’t mastered the art of calendar reading, but because we felt our clients deserved a better brand of holiday gift. Something a cut above your average season’s greetings. It took a lot of thought, a little elbow grease, and a mild amount of destruction, but in the end, we’re extremely proud of the result.

 

 

It all began with fruitful brainstorming and a swirl of over sixty ideas. Eventually, we landed on one that felt right – destroying holiday fruitcakes, everyone’s least favorite gift.

At its core, our idea centered on using fruitcakes as a catch-all symbol for holiday thoughtlessness. By filming ourselves destroying them, we hoped to humorously convey our very serious commitment to providing decidedly thoughtful work and gifts to our client base. Along with the video, clients received a custom-designed fruitcake tin stuffed with a delicious assortment of holiday treats. For context, the accompanying card included a holiday poem explaining the nature of our gift.

Holiday Tin and Card    Holiday Card Message

For the tin, microsite and card, we crafted our modern-take on classic holiday fonts, while incorporating our AMP’s orange and black brand colors.

Flexibility is King When it Comes to Creating

Initially, we wanted to populate a custom-designed microsite with a series of six to ten second videos, each conveying a different form of destruction, and each involving different members of our office - an AMP fruitcake brigade, if you will. However, as we storyboarded and got set to film, we decided to ditch the employee-focus and hone in on the actual destruction with one cinematic video.

When it came to concepting methods for doing away with fruitcakes, we really got into it – maybe too into it. We tossed around what could be seen in the video: slapping a cake into a meat grinder, flattening a cake with a badass SUV, and breaking one open with a bat. From slingshots to samurai swords, we sorted through it all until we landed on the perfect set of destruction methods.

Web Developers For The Win

 With our storyboards drawn, props ordered, and our video department locked-and-loaded, we took to the streets of Boston and filmed all of our fruitcake destruction. In total, it took about two and a half days to film. We not only shot what we had storyboarded, but a multitude of new ideas, angles, and transition shots as they presented themselves.

 One pivot in particular really brought this concept to fruition. Even after we shifted from an employee-focused approach to one honing in exclusively on the destruction methodologies, we still needed someone to actually put these things into motion. We asked a member of our web development team, Gabe, to take the role, and he agreed with great enthusiasm.

 We wrote the scripts so that he would barely be seen and the burden of acting would be minimized. But after the first day of filming, we realized we had a pretty great actor in our midst, and the video as a whole would be elevated by making him the focus. This was no longer an aesthetically pleasing montage of destruction, but the tale of one man’s maniacal quest to deliver AMP’s clients the best holiday gift possible.

How It All Came Together  

We sought to not only wish our clients a Happy Holiday, but also flex our creative muscles. A custom microsite and a video provided the perfect mediums to showcase many facets of our creative capabilities in quick and engaging formats. Combined with our custom-designed holiday cards and tins, we sent our clients into the holiday season with something to have a laugh at and some tasty treats to enjoy. Getting to destroy fruitcakes along the way was just the icing on the cake.

Please enjoy the fruits of our labor at www.nicetryfruitcake.com  and check out our previous holiday cards.

Zan Smith
AMP Agency Copywriter

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Google Search Trends Insights February 2020 - AMP Agency

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for February 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. 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. The Super Bowl and The Oscars  February is home to two major annual events – the Super Bowl and the Oscars. Top keywords by search volume related to the Super Bowl included: Super Bowl - Feb. 1st - 10 Million+ queries Patrick Mahomes - Feb. 2nd - 10 Million+ queries Shakira - Feb. 2nd - 10 Million+ queries Super Bowl 2020 time - Feb. 1st - 5 Million+ queries Jennifer Lopez age - Feb. 1st - 5 Million+ queries What time is the Super Bowl - Feb. 1st - 2 Million+ queries Clearly, people need to know when the Super Bowl is going to start so that they can get their chili cooked in time for kickoff. The winning quarterback also seems to win in the search game (sorry, Jimmy G). As for the halftime show? Well, no matter what anyone’s opinion was about it this year, the data proves that it captivated people enough to search for both of the headlining performers. It’s quite the change in pace from last year when the headlining band did not make the top 3 queries of the day (sorry, Maroon 5). The Academy Awards - known by their more commonly searched name, The Oscars - also generated large search volumes around its date:  Oscars 2020 - Feb. 8th - 5 Million+ queries Parasite - Feb. 9th - 5 Million+ queries Joaquin Phoenix - Feb. 9th - 2 Million+ queries Laura Dern - Feb. 9th - 2 Million+ queries It’s interesting to see what topics other than the name of the event itself drove people to search.  This year, it was the name of the Best Picture, Best Actor, and Best Supporting Actress.  As for the name of the event itself, we noticed that when compared to last year, the query volume for the 2019 Oscars was higher.   Oscars 2019 - Feb. 24th - 10 Million+ queries Comparing these two numbers, we wanted to see the data presented via Google Trends’s chart.  By using the search term, “the oscars”, we queried Google Trends to see the popularity of the term in the USA over the past 5 years: This chart further indicates that the Oscars drove less searches this year than most years prior. We wonder if the earlier date of this event (the awards ceremony typically occurs near the end of the month) or a less interesting year in film is the reason for less interest this time around. When it comes to comparing the Super Bowl to the Oscars, there isn’t much of a comparison between search volumes: Other Sports in February Besides the Super Bowl, here are the other sports related queries:  Ryan Newman - Feb. 17th - 10 Million+ queries Tyson Fury - Feb. 21st - 5 Million+ queries Daytona 500 - Feb. 15th - 2 Million+ queries All-Star Game  - Feb. 16th - 2 Million+ queries XFL - Feb. 8th - 2 Million+ queries NASCAR had a few queries make our list this month. The top queried phrase was related to Ryan Newman’s crash at the Daytona 500. Boxing had another top phrase with people looking for more information about the fighter Tyson Fury. Meanwhile, the NBA All-Star game and the new American football league, the XFL, drove people to search for scores and stats.. Coronavirus  In January, we saw the first spike of search interest about the disease occur on the 21st. Even though the subject has been in the news since that day, the topic didn’t make our top queries until late in February:   Coronavirus symptoms  - Feb. 25th - 1 Million+ queries Coronavirus update  - Feb. 23rd - 500,000+ queries Coronavirus in usa - Feb. 25th  - 500,000+ queries Coronavirus New York  - Feb. 29th - 500,000+ queries The news about this virus has been ongoing since January, but in February, the number of search queries behind specific phrases was on the lower side. Typically, top phrases are over 10 million queries, while “Coronavirus symptoms” only reached just over 1 million. Even though the topic seems to be searched for with different queries, the volume appears to indicate that last month in February, people weren’t seeking information about it as often as other topics. Primary Elections With the Impeachment trial wrapping up and the presidential election primaries heating up, queries related to politics were plentiful in the month of February. Here are the top queried phrases of the month : Iowa caucus results - Feb. 3rd - 5 Million+ queries Mitt Romney - Feb. 5th - 5 Million+ queries Democratic debate - Feb. 19th - 5 Million+ queries Nevada caucus - Feb. 22nd - 5 Million+ queries South Carolina primary - Feb. 29th - 5 Million+ queries Interesting to note: the keyword “New Hampshire Primary” only drove 500,000+ queries. We theorized that its outcome was less in question than the other primaries.  Social Media Driven Queries Lastly, there were fun queries that were driven by social media mentions and activities: Broom standing up - Feb. 10 - 2 Million+ queries Galentine’s Day - Feb 13. - 200,000+ queries The broom standing up query was based on the hoax that there was a special gravitational pull that occurs only on February 10th. NASA explained that standing a broom on its own can happen on any day because of basic physics. The day before Valentine’s Day has become an unofficial holiday and its search query popularity really popped this year: Are there marketing opportunities for Galentine’s Day next year? With a search trend like the one above, we’d say it’s likely. See you next month!

We Are Zillow’s Digital Agency - AMP Agency

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Google Search Trends Insights January 2020 - AMP Agency

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for January 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. 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. A Somber Start to the 2020s  Well, I am not going to sugarcoat it. Some of the top queries in January 2020 were about troubling events. In the beginning of the month, Iran was a top-searched topic after the assassination of Qassem Soleimani. The other 10 million+ queries were as follows:  Iran - Jan. 7th - 10 Million+ queries Iran - Jan. 2nd - 5 Million+ queries World War 3 - Jan. 2nd - 2 Million+ queries By the end of the month, the top searched queries centered around a tragic helicopter crash that killed Kobe Bryant, his daughter, Gianna and seven other passengers. Although we don’t focus on this topic here in our blog posts, celebrity deaths do drive people to query Google for details and make the top three phrases every month. That’s why this past month, the shock of Kobe Bryant’s death overwhelmed the search volume on January 26th. Here are the top queried phrases on that day: Kobe Bryant - Jan. 26th - 10 Million+ queries Kobe Bryant children - Jan. 26th - 10 Million+ queries TMZ - Jan. 26th - 10 Million+ queries Typically, we don’t see all three of the top queried terms have over 10 million queries each, but this tragedy was an exception. Holidays Continue in January Even though December is well known as being a holiday month, January 2020 had a few holidays of its own that drove queries: Martin Luther King Jr Day - Jan. 19th - 10 Million+ queries Lunar New Year - Jan. 24th - 10 Million+ queries Chinese New Year - Jan. 24th - 500,000+ queries The holiday keywords that had over 10 million queries had the additional support of Google Doodles to increase their numbers. But even when our attention shifts away from the year-end holidays, there are still major ones in January that consumers are looking to learn more about with Google searches. Boxing Is Still Relevant As Revealed In Search Queries Sport-related queries take up a good portion of the top queried phrases of any month. January 2020 had a few days where the subject of boxing made the top three. In last month’s post, we discussed the popularity of European soccer. This month, it is clear that boxing and mixed martial arts also have a strong interest.   Conor McGregor  - Jan. 17th - 10 Million+ queries McGregor fight  - Jan. 18th - 2 Million+ queries McGregor fight - Jan. 17th - 1 Million+ queries Jake Paul vs Gib - Jan. 30th - 500,000+ queries Conor McGregor commanded top billing for his fight on January 18th. People searching for results or perhaps a free stream of the fight had to type quickly since it only lasted 40 seconds.  The fight on the 30th between Jake Paul and AnEsonGib also drove search queries. These two YouTube stars fought a professional bout in Miami and generated enough interest to become one of the top 3 keywords searched in Google for the day. Disease and Other Natural Disasters I really wish I had happier keywords to share in this post. But looking across the different terms for the month, another big trend included news items related to epidemics and disasters around the world: Coronavirus - Jan. 21st - 2 Million+ queries Earthquake - Jan. 28th - 1 Million+ queries Lyme disease - Jan. 8th - 1 Million+ queries Australia fires - Jan. 2nd - 1 Million+ queries Taal volcano - Jan. 12th - 500,000+ queries Coronavirus symptoms - Jan. 29th - 200,000+ queries Puerto Rico earthquake - Jan. 6th - 200,000+ queries We can thank Justin Bieber for raising awareness of Lyme Disease. The rest of these are driven by people wanting to get the latest news on these stories.  As we say goodbye to the first month of 2020 and welcome February in full-force, we’ll keep track of the top keywords queried in hopes of finding more positive, uplifting search terms.  See you next month!