AMP

AMP initially briefed Medium Rare to reinvigorate its content presence in market. It specifically sought our help in:

• Auditing its owned media channels to identify areas of opportunity
• Defining content pillars that align with its business and marketing goals
• Providing channel recommendations, including the role of video
• Identifying key distribution and amplification opportunities
• Developing a six-month content calendar across channels

As a result of strong business outcomes driven by our strategic work, AMP then commissioned Medium Rare to create digital content for the following 12 months, answering consumer questions around money management and achieving financial goals.

Once COVID-19 interrupted our daily lives, AMP asked us to assist with the creation of a new content hub that offered targeted, useful, practical content to meet the immediate needs of its customers.

We developed a comprehensive content strategy based on our insights into macro trends, finance industry trends, best practice international content and SEO considerations.

We carried out a full audit of AMP’s (and its competitors’) social and digital platforms to clearly identify what was missing from its existing content program and the white space in which it should play.

And we made specific recommendations for each of its owned channels as well as its paid media.

We then produced a content pillar framework to support AMP’s overarching brand goal of “helping people own their tomorrow” – ensuring both ‘hygiene’ (answering specific customer questions) and conversational (SEO-driven inspiration and expertise) needs were met.

We then started producing the relevant digital, social and video content, aligned to AMP’s strategic priorities and themes.

In response to the financial impact of COVID-19, we quickly developed a new content framework for its website based on two immediate customer mindsets:

1. Control what you can: Sensible, authoritative advice showing that AMP understands how scared and confused people are feeling about their finances 
2. Be informed: No opinion or commentary; just facts and graphs from confirmed sources, updated frequently

Content on the dedicated COVID-19 hub covers a range of topics, from cashflow and property to retirement and small businesses.