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YouTube's SXSW Creative Agency Challenge 2019- AMP Agency

A core tenant of our business at AMP Agency is that we strive to generate strategy that is creative, and creative that is strategic. But any marketing agency would agree that it can be challenging for the Strategy team to continually build briefs that present a unique POV and inspire the Creative team; on the other hand, it can sometimes be a puzzle for Creative to generate ideas that are both breakthrough in the marketplace and guaranteed to resonate with our audiences. This winter our Strategy and Creative teams were given the opportunity to push those bounds and work on a project, leveraging audience insights, that has made us into even more creative and thoughtful storytellers. Not only that, it’s revitalized the way our teams collaborate together. ______________ THE BACKGROUND We were selected to participate in the 2019 iteration of YouTube's South by Southwest (SXSW) Creative Agency Challenge. We were excited to learn the theme was "Signals and Storytelling." This theme pushed us to look beyond audience demographics and think meaningfully about consumers’ interests and intent signals based on how they’re using Google & YouTube--and more importantly how these insights could more strategically inform our creative storytelling. During the Challenge kick-off at YouTube NYC, we discussed how it’s no longer acceptable to fill the Target Audience section of a creative brief with simple, demographic information. The comical example that Google gave, and that stuck with us, is that by writing a demographic-led brief like, Aged 65+, British, high net worth, dog lover, we would unknowingly be creating content that tailored to both Prince Charles and Ozzy Osbourne! In addition, this year’s Challenge looked to harness the participating agencies’ efforts towards a greater good. YouTube partnered with the Ad Council, and we were asked to create two pieces of skippable YouTube video content for a select cause-based organization. AMP was assigned to work with She Can STEM. Our goal and our challenge was to use insights-based, creative storytelling to empower parents to encourage an interest in STEM.  More specifically, we wanted to understand and reach the audiences of Bargain Hunter parents and Technophile parents, who we found, through working with Google, showed strong affinity for the cause.         Below, our Senior Strategist, Jen Herbert, and Creative Director, James Hough, reflect on their insights, the process, and experience. ______________ FROM CONSUMER INSIGHTS TO CREATIVE STRATEGY Jen: When analysing interest and intent signals, what came as the biggest surprise was that bargain hunter parents like watching quirky videos featuring silly experimentation around the house, such as Making Slime and the Cheese Ball Bath Challenge. To resonate, I thus wanted to recognize their lives are full of creative, scrappy, playful discovery, and how through this they established a foundation that could translate to a career in STEM. For Technophile Parents, I saw that they are often shopping for gaming systems, but also interested in sports, TV shows, movies and news articles. So, to cater our messaging to Technophile Parents, I wanted to acknowledge their lives as multi-dimensional and well-rounded. ______________ THE CREATIVE PROCESS James: The Creative Team viewed this opportunity as a chance to see how we stacked up against other up-and-coming and established advertising agencies and marketing agencies. We felt empowered to ensure our storytelling was on point. Basic empowerment and “you’re a badass” messaging wouldn’t cut it when we need to tell parents they have a job to do – keeping their daughters interested in STEM through the 11 to 14 year-old drop off point. More simply, “She can STEM.” Based on the strategic insights in our creative brief, we presented four concepts and eight scripts to the Ad Council after sharing initial thoughts with Google. After the Ad Council chose a direction we storyboarded, found a director (Max Esposito), found locations, cast and shot– all within about a week. I think that the financial and time constraints coupled with the freedom to go out and create without check-in’s made for something special. While each of our spots are aimed at a different audience, they shared the same goal. In each of the stories we see relatable and tangible ways a parent can encourage their daughter at the right time to keep going. Instead of pushing future-focused images of a marine biology or coding career, we centered the seemingly minor moments of everyday life that could have a big impact on a girl’s interest, like a trip to the aquarium with mom or the gift of a tablet from dad. Check them out. We really hope you like them: https://youtu.be/-bxOcFJNEjs   https://youtu.be/hWZrvXpace8   And check out the story on Adweek, Think with Google, MarComm News, and others: https://www.adweek.com/brand-marketing/youtube-wants-to-teach-marketers-how-to-create-more-targeted-advertising-at-sxsw/  https://www.thinkwithgoogle.com/advertising-channels/video/youtube-audience-behavioral-insights/  https://marcommnews.com/youtube-and-ad-council-tap-amp-agency-and-others-for-sxsw-challenge/ https://lbbonline.com/news/ad-council-spots-show-how-girls-can-be-inspired-to-work-in-stem/  

AMP and Faraday Future Launch Advanced Digital Ecosystem Enabled by New Client / Agency Paradigm

AMP recently launched the new global website for Faraday Future ( www.FF.com ) for the reveal of FF 91 ("nine one"), their first production vehicle that was unveiled at a special keynote via live stream at www.FF.com and on-display at the 2017 Consumer Electronics Show.   Part of a seamless collaboration with Faraday Future, the integration of bold creative, advanced web and 3D technology fused with a digital-first strategy has produced the foundation of a unique digital ecosystem of site and mobile experiences that educates prospective buyers on the features of the electric vehicle while laying the groundwork for ownership. Owners will ultimately be able to interface with the vehicle in a meaningful and smart way, while directly managing and controlling vehicle features in a personalized manner. Creating one global, digital product ecosystem

  • 1 min read
  • January 11, 2017

Happy Brands Will Always Win in 2017

2016 has delivered a series of political and social curveballs and that’s why ads like John Lewis’ Buster the Boxer have been so warmly received. We’ve seen a distinct shift from the 'sadvertising' of 2015 to this year’s positive campaigns. Featuring a little girl and her pet dog, and following criticism that last year’s ad was too much of a tearjerker, the ad capitalizes on the happiness, comfort and fantasy that is traditionally associated with Christmas. Spread the cheer.

  • December 15, 2016

Faraday Future Steps Up Its Teaser Game With Interactive Unveiling For Its Electric Car

Faraday Future can’t stop and apparently won’t stop teasing the unveiling of its upcoming electric car. After releasing 3 teaser images over the last week, the company yesterday launched a new version of its website with an interactive rendering of its electric car being gradually unveiled. What a tease.

  • December 14, 2016

Formerly Hot Brands Lose Relevance – Brand Relevance Index Update 2016

Scott Davis, Partner and Chief Growth Officer at Prophet, speaks about what trends, changes, and challenges the latest Brand Relevance Index reveals– and which brands from a relevance standpoint are on top and which are not. Technology takes the top.

  • December 13, 2016

Westworld Generated the Most Digital Content Engagement Among New Fall TV Series

The early narrative was that Westworld is not ‘the next Game of Thrones.’ But maybe it can be. Between the show’s October premiere and last Sunday’s Season 1 finale, 15 percent of all HBO digital content engagement was Westworld-related. Season 6 of Game of Thrones, by comparison, accounted for 45 percent of all HBO digital content engagement while it aired. This world doesn’t belong to you.

  • December 13, 2016

Consumers More Likely to Open Marketing Emails During Holidays

Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. In addition, 32% of online shoppers suggested that they would be more likely to click on a retail ad. Holiday mode on.

  • December 12, 2016

Advertisers are Cooling on Snapchat Live Stories

Viewership for Live Stories has been flat, at best, for more than a year. In June 2015, a Snapchat executive told Recode that Live Stories averaged 20 million viewers within a 24-hour window. This year, the company has told advertisers that Live Stories average 10 to 20 million viewers per day, with multiple buyers confirming that in most cases daily viewership for Live Stories has gone down — especially since Snapchat pushed Live Stories and Discover content lower down the Stories page. Live stories, dead stories.

In the Wake of Declines, Time Inc. Centralizes Digital Desks

With print advertising on the wane, big publishing houses are looking to be as efficient as possible. That’s the situation Time Inc. finds itself in. The No. 1 U.S. magazine publisher is creating 10 digital desks that will help it grow audience faster by pooling its editorial resources. Bowing to the same realities.

Starbucks Reveals Ambitious Store Growth Plans Fuelled By Tech and Cold Brew Coffee

Starbucks is placing tech at the center of its ambitious growth plans as the coffee giant looks to open almost 50% more locations by 2021. At an investor meeting yesterday, the company’s senior figures revealed plans to open around 12,000 new stores by 2021, bringing its total to roughly 37,000. The growth will be driven by enticing more customers with new products, store formats and technology, including offering members of its rewards program the ability to speak or message their orders into their mobile phones. Starbucks, caffeinated.

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